LONDON — As part of an editorial and marketing strategy shift, Harrods has created the new position of editor in chief, and tapped Tiffanie Darke for the role. Harrods said the move signals a new direction, and the plan is to bring its editorial platforms together in one team.
Darke joins Harrods from A+E Networks in New York, where she served as editor in chief of its History, Biography and A&E channels. Prior to her move to New York, Darke was head of the branded content studio Method for News U.K., which publishes The Times of London and The Sun, among other publications.
Prior to that, she served 12 years as editor in chief of The Sunday Times’ Style magazine, a glossy weekend supplement that comes out with the Sunday Times of London.
At Harrods, Darke has already assembled a team of contributors, including Stacey Duguid, who joins as fashion editorial director, Katie Service as beauty editorial director and Teo Van den Broeke as contributing men’s wear editor. Van den Broeke will continue in his role as style and grooming editor at British GQ.
They will work alongside existing members of the Harrods editorial team, which includes deputy editor Guy Woodward. The new team is to work with a range of experts from around the world “to reflect Harrods global perspective and authority on luxury,” the company said.
Darke will report to Amanda Hill, Harrods’ marketing and customer chief. “Great brands, by their very definition, are great stories. They are perspectives and points of view on the world, and like the best stories, leave a memorable mark by standing apart from the crowd,” Hill said. “Harrods’ story, as one of the great luxury emporiums of the world, is already well known. Our position as a convener, a patron and a celebrator of the world’s finest requires constant reinvention to remain relevant and surprising. Tiffanie’s appointment marks our continuing commitment to elevating the way we tell our Harrods story.”
Darke said Harrods’ platform and offer “will be reflected across all of our editorial channels, through the lens of the most exciting videographers, photographers, stylists and hair and makeup artists in the industry.”
Over the next six months, Darke will oversee the rollout of Harrods’ newly relaunched editorial formats, including the monthly Harrods magazine portfolio, the quarterly Harrods Man papers, new social media channels, a podcast and a new approach to video content.
Sarah Myler, who was named director of communications last November, is stepping into the newly created role of director of marketing and communication. Myler will work with Darke and creative visual director Alexander Wells-Greco to produce a campaign calendar of events and experiences across the store.
Harrods said the new direction will support its commitment to “experiential luxury retailing,” and reflect the investment being made in the Knightsbridge flagship store as part of an ongoing 200 million pounds redevelopment program.