The Future of Luxury
One of the most iconic luxury department stores in the world, Harrods believe today’s global consumers increasingly demand creativity, personalisation, sustainability and inclusivity and they aim to deliver on these values at every touchpoint, blending innovation with heritage. Here, we speak with Managing Director Michael Ward to learn how the business is evolving its retail strategy to meet the needs of shoppers today.
From bespoke services and exclusive collaborations to fine dining and immersive storytelling, Harrods curate world-class experiences that inspire and create wonder for guests. They are reimagining their spaces with intent through sustainable developments to their Knightsbridge flagship store, connecting with a global audience through bringing initiatives like the Harrods Hive to key markets.
Constantly evolving their offering to elevate every aspect of the customer journey, the business does this while staying true to their legacy of excellence. Most recently, they completed an extraordinary refurbishment of one of their most iconic spaces – The Georgian restaurant.
With refined menus and the addition of a new terrace, The Georgian offers a reimagined setting for afternoon tea and exceptional dining experiences. They have also transformed their private shopping experience, extending their offering for a discreet, highly personalised service that has redefined exclusivity for the most discerning of customers.
“We are using new formats to build meaningful, global communities around the Harrods brand. Our focus is on deepening relationships with discerning customers through strategic engagement and culturally relevant experiences,” reflects Michael Ward, Managing Director. “For example, the Harrods Hive, our global incubator for emerging talent, has expanded its presence and is now found in Shanghai, Dubai and Riyadh, connecting young talent with industry leaders and reaffirming our commitment to the future of luxury.”
As our conversation moves onto the topic of sustainability, it immediately becomes apparent just what an important pillar this is, not just for the company, but for the sector of modern luxury. Ward explains that it is a natural evolution of the high standards Harrods customers and brand partners have always expected. Since launching their Path to a Sustainable Future, they have embedded sustainability business-wide, from operations to customer engagement.
Their Responsible Sourcing Standards guide a holistic approach to the sourcing and design of products, accounting for each step in the supply chain from farm or field to final product. It is these Standards that placed sustainable and quality sourcing at the heart of the relaunched Harrods in-house range – an exclusive collection reflecting Harrods’ timeless style, artisanship and exceptional quality.
Ward also comments that customer engagement is also paramount, saying that they have embraced circularity initiatives, focusing on improving data to reduce waste and enhancing their packaging credentials. “Additionally, we have collaborated with partners to transform recycled materials into functional items, such as converting plastic carrier bags into picnic benches for staff, demonstrating the potential of recycling in retail. By intertwining sustainability and innovation, we are redefining what responsible luxury looks like at Harrods – innovative, ethical and customer-focused.”
Viewing digital transformation not just as a channel shift, but as a powerful opportunity to elevate the luxury experience, the company has recently launched a new online platform and app that acts as a digital extension of their flagship – offering access to their luxury portfolio while delivering personalised journeys shaped by individual consumer preferences and behaviours.
They have invested in tools that provide them with a Single View of Customer to deliver even more curated engagement across more than 18 customer touchpoints – from e-commerce and in-store to dining and services. By unifying and leveraging AI, the company feel they can better anticipate needs, enhance engagement and deepen loyalty.
The brand’s position as a world-class retail destination has endured through continuous innovation through purposeful partnerships, visionary brand activations and expertly curated experiences. As Michael looks back at the last few weeks alone, he notes that their customers have had the opportunity to access experiences ranging from personalising accessories at the Custom Studio found within Miu Miu’s Gymnasium pop-up to enjoying speedy ‘pit-stop’ facials with Elemis as part of their partnership with the Aston Martin Aramco Formula One team.
“Our calendar of curated experiences and brand activations within store is designed to engage both new and loyal customers, ensuring that every visit to Harrods offers a fresh and exclusive experience.”
As we move on, we ask Michael about the trends or shifts in the broader retail landscape and what he believes will most significantly shape the future of luxury retail and leisure?
“I feel it will be defined by experience, purpose and personalisation. Customers today expect more than transactions when it comes to retail and look for immersive, emotionally resonant experiences and personal connections from brands. This shift demands that we constantly reimagine what luxury means, blending heritage with innovation.”
For Harrods, this means leading rather than following, whether through investing in sustainability, nurturing emerging talent or using data and AI to deliver truly bespoke experiences.
“From sustainability and digital innovation to immersive retail and curated brand partnerships, we have invested across every part of the business to meet the evolving expectations of today’s luxury consumer and our commitment to innovation is critical to our success. As I look forward, what excites me most is the challenge itself; continually reimagining what luxury looks like and feels like, ensuring Harrods leads with purpose, creativity and impact,” Ward concludes.
