What: Harrods has unveiled a new men’s grooming, fragrance and sunglasses destination on the second floor of its Knightsbridge department store.

Why it is important: The new space offers a new men’s proposition, catering for the first and final steps of a daily routine, creating a one-stop-shopping experience, including the largest men’s sunglass destination in Europe, alongside skincare and fragrance products.

The space also features a private room for customers to try on sunglasses or use the ‘Smart Shopper’ screen which allows for digital try-on. In addition to the sunglass offer, men’s grooming, skincare products and fragrance are designed to complement the Adam Grooming Atelier service also offered on the second floor.

There are several new brands coming to Harrods, including Retro Super Future, Dita, Cazal, Prada, Cartier, Oliver Peoples and Ray-Ban.

Harrods’ new men’s destination