Harvey Nichols Redefines Luxury Retail Experience

Cutting-edge new Birmingham store sets the luxury retail agenda with first design concept store

Harvey Nichols, the world’s leading luxury retailer, today unveils plans for its new Birmingham city centre store.  The store will showcase the brands new design concept which will be the blueprint for future Harvey Nichols stores. Scheduled to open its stylish doors in July this year, Harvey Nichols is providing the Birmingham shopper with an unrivalled experience in luxury retail.

Stacey Cartwright, Group Chief Executive Officer of Harvey Nichols, said:

This is a landmark moment, not just for our Birmingham store, but for Harvey Nichols. It is hugely exciting to be launching our new design concept store in Birmingham.  We believe we are creating an unrivalled retail destination for customers which will redefine the luxury retail market.

Set in the heart of the Mailbox, the new 45,000 square foot store was designed in collaboration with the retail design specialist, Virgile + Partners. The pioneering new concept introduces innovative ideas and ground breaking design to create a unique and imaginative translation of the Harvey Nichols brand, integrating digital technology and exceptional services to elevate the customer experience and transform the retail environment.
The store will showcase over 200 of the world’s most desirable brands across womenswear, menswear, beauty, food and wine, many of which will be exclusive to Harvey Nichols Birmingham. The exquisite edit of brands will be complemented by exceptional services throughout the store, including beauty rooms offering the very latest in beauty enhancing and relaxing treatments plus a highly trained Style Concierge team who will be on hand to offer expert advice on seasonal trends and styling tips across fashion and beauty.
The new store will epitomise the future of retail through digital innovation, from the newly launched loyalty app and mobile payments, to a state-of-the-art 360 mirror and digital way finders. Harvey Nichols is also taking its window displays and visual merchandising to a new level with the introduction of a high impact digital screen positioned above the main Harvey Nichols entrance, accessible through the Mailbox mall.  
Offering an unrivalled experience in food, wine and hospitality, the stylish restaurant features an open plan kitchen and chefs table, a glamorous cocktail bar and an exclusive private dining room, all of which will be open outside of the store opening hours.
Exclusive to the new Birmingham store, Harvey Nichols has collaborated with celebrity chef and owner of the Michelin starred Purnell’s restaurant, Glynn Purnell. The partnership will see Purnell curate an exclusive and stylish all-day menu, mentor the restaurant’s new Head Chef and hospitality team, recruit local suppliers, and source the specialist ingredients used in each dish.

The new Harvey Nichols Birmingham store is part of the wider regeneration of Birmingham city centre.
Emma Gray, Director of Marketing Services at Visit Birmingham, said:

Birmingham has transformed in recent years to become one of the most attractive shopping destinations in the UK. Its city centre is the country’s third largest retail hub, attracting over £2 billion of spending and more than 20 million visitors each year. 2015 is a landmark year for Birmingham’s reputation as a high-end retail destination. A revamped Harvey Nichols, at the heart of a major refurbishment of The Mailbox, will offer an even greater luxury shopping experience that visitors will love.



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