Lululemon shop-in-shop Harrods

GETTING ACTIVE: Lululemon is set to open a shops-in-shop in Harrods in August.

The new space, which spans 700 square feet, is located on the British luxury department store’s fifth floor, within the athletic and sports equipment section. It features light-box columns, illuminated mannequins and projections of positive mantras, capturing the brand’s commitment to wellness.

The Harrods space will stock both men’s and women’s product including all the bestsellers from the label’s core lines, some of the most popular items being the High Times leggings, Define jacket and Swiftly Tech T-shirts.

Prices range from 38 pounds or $50 for a T-shirt to 198 pounds or $260 for a jacket.

Jo Harris, general merchandise manager in Harrods men’s wear and sports departments, highlighted that the retailer has experienced increasing demand for activewear that is both functional and fashionable over the past two years.

“Our offering on Harrods Fifth Floor has evolved to reflect this new demand. Since launching in the U.K. in 2014, Lululemon continues to be a very exciting brand in the fitness and sportswear sphere. After witnessing the brand’s huge success in the U.K., we began receiving questions in store as to whether we stock the brand — an indication that Lululemon would sit well within Harrods and appeal to our customers,” explained Harris. “The launch of the boutique in Harrods is a global-first for the brand and we are very excited to be a part of this momentous milestone.”

Earlier this year, Harrods also exclusively stocked a capsule collection created by footwear designer Charlotte Olympia in collaboration with activewear brand Bodyism.

This is a new retail model for Lululemon, Harrods being the first store it partners with on a concession.

Kristy Maynes, the brand’s vice president in Europe and the Middle East, explained that Harrods’ commitment to creating retail experiences resonated with them.

“Our concession at Harrods is an international brand platform and as we grow globally, this new location provides us with a central point to share our technical product and culture with the world’s most influential and discerning shoppers,” said Maynes.

While there are no immediate plans to open more concessions, the brand plans to focus on growing the success of the Harrods shops-in-shop, as well as expanding its retail network in the U.K., which currently includes stores on King’s Road and Covent Garden.

“We’re planning two further openings, with our Spitalfields Market store launching in August and our Regent Street store arriving this winter. We are looking forward to bringing Lululemon to two of the most famous and exciting shopping districts in London,” added Maynes.