British department store chain Harvey Nichols recently unveiled a refurbished menswear floor at its Dubai outlet with the launch of a refurbished department designed and merchandised with efficiency in mind.
Additional 9000 sqft of space has been added to the menswear department of Harvey Nichols – Dubai. The space now spans 90% of the top floor of the store.
The men’s casual offering has been grouped together in the new bright, open space organised with convenience in mind and for lightning-quick browsing. The space houses several new brands including Black Score (UAE exclusive), MHRS, Passarella Death Squad (Dubai exclusive), Haculla (Dubai exclusive), This Is Not Clothing (Dubai exclusive), AMH (Dubai exclusive) and Earnest Sewn (Dubai exclusive).
A new addition to the space is the ‘Men’s Fragrance and Grooming Lounge’, a beautifully designed space allowing men to shop beauty on the same floor as garments. The floor is now also home to a dedicated accessories area with brands including Sama Eyewear and Taylor Morris eyewear. Fashion accessory brand D1 Milano has been launched in the space, exclusive to Dubai.
Another new addition to the floor is the ‘Boy’s Toys’ area which is a collaboration with Denaster, a local supplier of high-end technology. The area is home to brands such as Bang and Olsfen Audio (exclusive to the Harvey Nichols store in Mall of the Emirates) and Anki – a car racing game for which Harvey Nichols – Dubai has the biggest racing track in the UAE. Parrot headphones and drones have the largest part of the collection and customers can listen and interact with the product before purchasing.
The in-house male salon, ‘Profile for Men’ stays in the same location, as does Men’s Personal Shopping with its vast dressing room space – with sofas and a flat screen TV – and shopping services that are free of charge, with no minimum spend.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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