What: Harrods has unveiled a redesigned men's Designer Collections room at its Knightsbridge flagship, centred on weekend dressing, outerwear and lifestyle brands such as Herno, Purdey and Barbour.

Why it is important: Harrods is organising menswear around the full wardrobe rather than individual brands, the same curation-led logic now reshaping multibrand luxury retail.

Harrods has opened a redesigned men's Designer Collections room on the second floor of its Knightsbridge flagship, positioned as a one-stop destination for contemporary dressing. The space reflects how male customers now shop across categories and occasions rather than for one-off pieces, with a focus on the weekend wardrobe and elevated everyday style.

The line-up includes Herno, Purdey, Barbour, Sease, Orlebar Brown, Paul & Shark and Vilebrequin. At its centre, a multibrand area encourages browsing across the category rather than brand-by-brand shopping, while a new dedicated pop-up space will host exclusive launches, seasonal stories, capsules and collaborations throughout the year. Six newly designed shopfits reflect each brand's identity and craftsmanship within a cohesive visual identity.

According to menswear buying manager Yasmin Mehmet, the room marks a significant expansion of the lifestyle category, driven by growing demand for versatile pieces such as outerwear, knitwear and gilets that transition across occasions.

The opening follows the gradual unveiling of the womenswear International Designer Rooms on the first floor from June, as part of a multimillion-pound refurbishment programme. Harrods had previously redeveloped its Designer Collections rooms, combining large shop-in-shops for Hermès, Brunello Cucinelli, Ralph Lauren and Yves Salomon with niche specialist labels.

IADS Notes: Harrods' new menswear Designer Collections room is the latest phase of a Knightsbridge refurbishment that previously redeveloped the Designer Collections rooms, where large shop-in-shops for Hermès, Brunello Cucinelli and Ralph Lauren sit alongside a curated space for niche labels (WWD, November 2024). It continued with the womenswear International Designer Rooms, built around exclusive launches and a tightly edited brand mix (WWD, June 2026). Also in Knightsbridge, Harvey Nichols has taken a similar route with "125", a phased ground-floor redevelopment that combines curated lifestyle brands with a pop-up window for exclusive brand activations (Drapers, October 2025). The focus on versatile menswear echoes M&S, whose Autograph Performance line is designed for work, travel and leisure, and whose Autograph Menswear now accounts for nearly a quarter of total menswear sales (Fashion Network, October 2025). More broadly, the restructuring of Matches, Ssense and Saks shows multibrand luxury retail moving away from discounting towards curation, strong identity and high-touch service (BoF, December 2025). Harrods' cross-brand discovery hub rests on the same logic.

Harrods expands menswear offering with revamped Designer Collections room