Harrods Announces Private Brand

Private Brands come in all shapes and sizes and virtually every price point imaginable so it is no surprise to learn that Harrods, the iconic London department store is now betting on its own brand to draw customers.

The retailer plans to create in-store shops for Harrods- branded clothing and accessories by 2012, making it the latest high-end department store to bet its name can spur sales and profit after the luxury industry’s worst-ever year.

According to an article in Bloomberg Businessweek:  “Department stores realize that their most valuable asset is their own name,” said Umberto Angeloni, co-owner of Italian suitmaker Raffaele Caruso SpA, which also manufactures private- label tailored clothing for retailers.

The new Harrods Private Brand of men’s clothing and accessories will be competively positioned as an alternative to a brand like Brioni Roman Style SpA, the Italian maker of $5,000 suits, Jason Broderick, general merchandise manager, said in an interview. Harrods joins Saks, Nordstroms and Macys as significant retailer who has chosen to leverage their retail brand as a Private Brand, if the quality matches the perception this should be a easy win.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.