Harrods is scaling back its physical presence in China. The luxury department store chain is shifting its focus to temporary events, digital channels, and local wholesale. The membership program for Chinese customers is also being discontinued.
Exit after five years
In Shanghai, the Shanghai Tea Rooms and the exclusive members’ club The Residence will close in January. The closures mark the end of a journey that began in 2020 with an invitation-only personal shopping concept. At these locations, Harrods wanted to offer affluent Chinese customers a classic British luxury experience, combining social, lifestyle, and retail experiences.
The company is not withdrawing completely from China, but wants to remain present “through exclusive pop-up events and activities, digital channels, and local wholesale opportunities,”writes Vogue. At the same time, the retailer is discontinuing its specific membership program for Chinese consumers. On September 30 last year, Harrods also closed its Chinese website Harrods.cn.
