Harvey Nichols reopens Birmingham store

Harvey Nichols in Birmingham will reopen its door on Friday after an extensive renovation.

The store occupies 45,000 square feet space in The Mailbox centre situated in England's midlands and has undergone a transformation with the modern luxury shopper in mind.

Technology and wireless stations feature throughout the store

The retailer has invested in digital technology to modernise the store, particularly around the fitting rooms with a 360-degree digital mirror as well as mirrors wired to take and transmit pictures of customer outfits. There are also wireless stations throughout the space to enable easy purchase.

Tech may be a focus but at the same time the retailer has worked with designers Virgile and Partners to give the store a more intimate and boutique style environment.

The look and feel of the space changes organically helped by the use of an eclectic variety of fixtures, finishes and materials which help give a different feel to each area, a deliberate choice aimed at moving away from a fixed mono-luxury look in the store.

A revamped concierge and personal styling and shopping service offer aims to put the customer at the heart of the shopping experience.

Harvey Nichols’ has eight UK shops as well as stores in Dublin; Riyadh; Saudi Arabia; Istanbul and Ankara in Turkey; Kuwait, Dubai, and Hong Kong. Last month Harvey Nichols announced it would close its store in Baku, Azerbaijan, after just four months. The company said in a statement: “Harvey Nichols has terminated its license agreement with the operator of the Baku store. Consequently, the Baku store no longer operates under the Harvey Nichols brand.”

image: Harvey Nichols Birmingham