Harrods is opening mid-September its first beauty concept, H Beauty, in two malls located one hour drive from London, in Essex and Buckinghamshire. The fact that these locations are more mainstream than the Knightsbridge flagship might be a hint on how Harrods wants to connect with a younger clientele, based on its name and ability to bring a novel experience. Seen as a welcome vote of confidence in physical retail, going local and addressing communities is seen as a natural add-on to an omnichannel strategy.

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Harrods’s bold new bet: Suburbia