The Edit LDN opens in Harrods as department store transforms its menswear offer
Fast-expanding limited-edition sneaker market The Edit Ldn has opened its first UK boutique within Harrods, taking a 2,000 sq ft space in the giant Knightsbridge department store.
It said the partnership will “offer greater choice and accessibility for Harrods shoppers as The Edit Ldn expands its proposition”.
The company added that demand for limited-edition sneakers has soared with the total market currently worth $6 billion a year and expected to hit $30 billion by the end of the decade.
The Edit sells in-demand and hard-to-get sneakers and streetwear from brands including Yeezy, Jordan, Off-White Supreme and more and says that it “connects premium resellers with a highly engaged, price-agnostic and eager audience”.
Founder and CEO Moses Rashid said the firm wants to “expand and increase accessibility for people who want to own limited-edition sneakers around the world. Being the first sneaker reseller in Harrods is a proud and milestone moment for the company and its great to see such a global mega brand engaging with the sneaker market, moreover, that we're the catalyst to make that happen”.
Importantly, the move reflects the fact that The Edit has expanded its customer base “from avid sneaker fans to TV and film celebrities as well as professional footballers and royal families around the world”. In order to continue to reach this group, Harrods is clearly an ideal location given the affluence of its shoppers and its huge appeal to global shoppers.
Rashid said that “opening in Harrods is a logical next step as we bring our unique proposition to their customer base. We are in hyper growth and headed in the right trajectory as we scale the business globally. Our ongoing funding round will enable us to move faster and achieve our goals”.
And the department store’s head of menswear, Simon Longland, added: “Over the past three years, menswear at Harrods has undertaken a huge transformation, that has been visible through our brand curation as well as the physical shop floor. Our goal has been to transform the menswear experience at Harrods and embrace the most important and desirable trends on the market, and the launch of The Edit Ldn continues that strategy.”
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