Gordon Drummond: Harvey Nichols rings up ten years of popularity

TIME has flown by since Harvey Nichols opened in Scotland ten years ago. So much has happened as we have matured and grown alongside other developments in the city.

We came to the capital for a number of reasons – the opportunity to create a brand new bespoke building, the unparalleled location in the city centre, the breathtaking views which gave us the name for our Forth Floor restaurant and, not least, the opportunity to be at the forefront of a fashion explosion.

No-one ever said it would be easy to bring what, to many, was a London-centric icon to the Scottish market and it is fair to say we were not initially welcomed with open arms in all quarters. However, we worked hard to make sure that our doors opened both ways – not just to welcome in shoppers, but to let us out and take part in the life of Edinburgh. Once the city took us to its heart people recognised that our values are what set us apart. We pride ourselves on providing a feel-good experience, fashion forward leadership and being exclusive, but above all, accessible. These values are core to the Harvey Nichols name and being true to them has played a huge part in ten years of success in Scotland.

Customers quickly embraced what we offer – brands that provide an antidote to the fast fashion culture of the high street, where so much is bought and discarded within months. I’m still wearing my very first purchase, a Prada coat I bought in my first week as general manager of the store. To me, this is the essence of Harvey Nichols and why people love us – that by paying more for an item that will last, you are actually making an investment.

Ten years on, the Harvey Nichols effect has won over many and resulted in fierce customer loyalty. Proof of our popularity was when we welcomed 600 people through the door in 30 seconds in a Christmas sale and the escalator broke with the volume of traffic. Scenes of mass hysteria over Gucci handbags? You have to love the madness!

In looking back, there are some experiences I will never forget. One of my most vivid memories is when we were the chosen venue to launch a new Bentley. Guests were in store at 10am eating strawberries and cream, and when I left the store at 10pm they were still on the Forth Floor Restaurant terrace as the party went on. That memory is the embodiment of Harvey Nichols. We endorse fun and style and our customers, young or old, are young at heart. It is a lifestyle, not age, which defines us.

Although we must thank Cruise for smoothing the way for designer shopping in Edinburgh, the arrival of our store and the Multrees Walk development signified an undeniable change, creating a covetable footprint which many luxury 
retailers have followed. Standalone stores Louis Vuitton, Mulberry, Emporio Armani and the soon-to-open Hugo Boss, have all fashioned a luxury Mecca in the East End. George Street has also seen a recent invasion of aspirational brands such as Anthropologie, The Kooples and Hollister. The St James Quarer is another promising development and I look forward to seeing those plans moving forward as well.

So, what is in store for Harvey Nichols Edinburgh? We have a reputation for doing things first, differently and breaking the rules. We are constantly evolving and, like many retailers, are always looking for more innovative, creative and social shopping experiences. Ecommerce has changed the way we all shop and it’s here to stay.

What does the future hold? The end of this month sees the launch in Liverpool of Beauty Bazaar, a globally ground-breaking concept that will provide the ultimate luxury experience. A standalone beauty store of this nature could potentially be rolled out in either Aberdeen or Glasgow, and is something we would not rule out. Whether it’s this or something else that leads the trend, whatever’s in store for us in Scotland over the next ten years, we will always be in fashion.

• Gordon Drummond is general manager of Harvey Nichols in Edinburgh.