Harrods launches new ‘Men’s Grooming, Fragrance and Sunglasses’ destination

Harrods has today launched a new dedicated ‘Men’s Grooming, Fragrance and Sunglasses’ space on the second floor, “in celebration of the next phase of its ultimate men’s universe”.

The new area includes Europe’s largest men’s focused David Clulow sunglasses boutique, with over 500 sunglasses on display at any given time, including from brands new Harrods such as Retro Super Future, Dita and Cazal, as well as styles from the most sought-after fashion houses in the world – brought to Harrods by Luxottica.

The space also features a plush private room for customers to take time to find their perfect shape or shade, as well as a ‘Smart Shopper’ screen that allows customers to digitally try on and order a wider range of styles and brands.

In addition to the expert grooming service at ADAM Grooming Atelier on the second floor, Harrods customers now have the opportunity to find a carefully curated edit of the industry’s best grooming and men’s skincare products all in one place.

New brand arrivals include Escentric Molecules, Humanity Cosmetics and Murdock, and there’s also dedicated Tom Ford and Creed fragrance corners.

Harrods Head of Beauty, Mia Collins, commented: “The decision to create a grooming and fragrance space devoted to our menswear customers was a simple one. With an ever-growing interest in self-care that we are seeing, it only felt right to bring together an easily accessible, highly curated edit of the best grooming and fragrance products on the market, all in one place.

“I’m incredibly proud of the portfolio of brands and products we offer in this new space and am excited to see the response from our customers – whether they are visiting to find their new signature fragrance, or revamp their full routine.”

Designed by David Collins Studio, the men’s grooming and fragrance spaces are a continuation and elevation of the studio’s other work on Harrods’ second floor. Design elements include checkerboard marble flooring with metal trims, custom display units with leather detailing, and a luxurious material palette of textured glass, mixed metals, marble, dark timber and reflective surfaces throughout.