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Luxury Retail | November 12, 2018

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Harvey Nichols becomes “Holly Nichols”

Harvey Nichols becomes “Holly Nichols”

Harvey Nichols temporary name change celebrates women

Harvey Nichols, the luxury global fashion retailer, has re-branded to Holly Nichols for the month of September to launch its newly refurbished First Floor and September campaign celebrating women: ‘Let’s hear it for the Girls.’

Harvey Nichols has a long history of supporting women in the workplace. The founder of Harvey Nichols, Benjamin Harvey first opened a linen shop on the corner of Knightsbridge and Sloane Street in 1831. But it was his wife Anne who led the company when James died in 1850, and it was she who forged the hugely successful partnership with James Nichols to form Harvey Nichols & Co.

From such respected beginnings, Harvey Nichols has continued to champion gender equality – both opportunities and resources – throughout its business. Currently seven out of nine of the company’s board members are women.

The campaign was introduced to celebrate and empower women and the four floors that are now dedicated to womenswear. Following the recent refurbishment of the flagship’s First Floor, after an ambitious four-month refurbishment, the Knightsbridge store now has four floors dedicated to women’s ready-to-wear, shoes and accessories with brands including Chloe, Calvin Klein and OFF-WHITE.

The retailer has unveiled a new illuminated ‘Holly Nichols’ sign on the front of the Knightsbridge store, as well as introduced re-branded shopping bags, signage and other collateral across the flagship and regional stores.

The pavements surrounding the store were painted with motivational quotes from successful women in industry and the windows transformed into ‘The Fashion House’, which reflected the Holly campaign with illustrations of women and exclusive pieces available on the first floor from brands such as Dries Van Noten and Off-White.

Deb Bee, Group Marketing & Creative Director at Harvey Nichols commented:

“We are incredibly excited to unveil our Holly Nichols campaign – a month of events celebrating women, those who have inspired us in the past, and those that continue to do so today. Our Knightsbridge flagship now has four floors dedicated to womenswear – and we’ve ramped up our range of beauty services to suit women’s often demanding lifestyles. Our newly refurbished First Floor is shopping heaven with collections from the world’s best-loved designers, selected for their quality of design and make. We’ve created a shopping experience for our female customers like no other.”