What: Harrods has become the Florentine fragrance company’s first UK department store partner.

Why it is important: There are very few independent brands that are not in department stores and the partnership demonstrates the opportunity department stores present in increasing brand awareness for independent brands.

Santa Maria Novella operates two stores in London however entering Harrods will reinforce its retail presence in London and increase brand awareness.

Because the department store is a symbol of London, not only will the brand gain exposure to international clients who visit, but it will also reinforce its positioning as customers know they will find the most premium and best brands in Harrods.

The brand will be located on the ground floor in the store’s beauty department and offers more than 600 different products, including skin care, soaps, candles, fragrances, and more.

Santa Maria Novella partners with Harrods on first UK department store expansion