Harvey Nichols unveils first design concept store

British luxury department store Harvey Nichols has revealed the details for its new Birmingham city center store opening this July, which is set to showcase a brand new design concept. The renewed concept will be rolled out to future stores as the new design blueprint.

"This is a landmark moment, not just for our Birmingham store, but for Harvey Nichols," said Stacey Cartwright, Group Chief Executive Officer at 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." The announcement comes not long after Harvey Nichols launched its new reward app , which is part of the department's store new concept to redefine the luxury retail experience.

Harvey Nichols to redefine the luxury retail experience

Located in the center of the Mailbox shopping center, the new 45,000 square foot store was designed in collaboration with retail design specialist Virgile + Partners. The new concept aims to introduce innovative ideas and expressive design to offer Harvey Nichols consumers a unique and imaginative portrayal of the brand, whilst integrating digital technology and exceptional services to transform the luxury retail environment.

The new store will offer over 200 international premium brands across womenswear, menswear and beauty, with a number of them being exclusive to Harvey Nichols Birmingham. As well as a selective edit of brands, the debut store will also feature service points such as beauty rooms, spa rooms and a style concierge who offer advice on fashion and beauty. In order to ensure the store's features sit in line with the new concept, new technological enhancements such as 360 degree mirrors and digital finder ways will be added throughout the building.

"Birmingham has transformed in recent years to become one of the most attractive shopping destinations in the UK," commented Emma Gray, Director of Marketing Services at Visit Birmingham. "Its city centre is the country’s third largest retail hub, attracting over 2 billion pounds of spending and more than 20 million visitors each year. 2015 is 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."

The new Harvey Nichols Birmingham store is part of the larger 10 million pound regeneration occurring in Birmingham's city centre.