Harrods eyes online growth with new partnership

For generations it has been known for its world famous Knightsbridge department store.

But now Harrods is looking to lure in shoppers through its website too, as it becomes the latest high luxury brand taking actions to adapt to the growing consumer shift away from the high street and onto the internet.

High end retail platform Farfetch is to provide e-commerce support to Harrods in a new partnership unveiled this morning, as it looks "to create a state-of-the-art global online destination for the iconic department store’s customer base".

Read more: Harrods to increase investment after customers spent £2.1bn last year

Harrods managing director Michael Ward said that the partnership would "ensure that Harrods digital customers receive the same exemplary service as those who visit us in-store".

Kelly Kowal, managing director Farfetch Black & White Solutions, added: "Harrods has a global customer base, fantastic product offering, and exceptional services such as its loyalty programme. We will leverage all of our experience in managing technical and logistical complexity for luxury brand partners to deliver everything required to achieve the best digital luxury experience for Harrods’ customers."

The partnership will see Farfetch Black & White provide e-commerce management, operations support, international logistics support, and technical support, while Harrods will continue to operate and manage trading on the site.

José Neves, founder and boss of Farfetch, said: "Harrods is famous for its exemplary approach to customer service and ‘art of the possible’ philosophy. Achieving the highest level of customer service in a digital world can be difficult, which is why Harrods has chosen to partner with Farfetch Black & White Solutions. Our experience of building platform technology for luxury brands means that Harrods’ online offer will be every bit as exciting as the in-store experience."