Harrods’ first H Beauty store opened last month in Essex, UK, and would soon be joined by a second location in Milton Keynes. Legology – already stocked online at Harrods – would see its entire six-product line stocked in these new concept stores, including its Cellu-Lite oil and Air-Lite cream. The leg care brand was already available in a host of other online and physical stores, including Liberty London, The Hut Group’s collection of sites, Cult Beauty, Brown Thomas and Amazon UK.
Targeting the ‘savvy beauty shopper’ in luxury retail
Kate Shapland, founder and creative director of Legology, said the Harrods H Beauty stores were a “game-changer in luxury retail”, noting Legology was proud to be part of such a “truly exciting innovation”.
“The H Beauty launch is right on target for Legology,” Shapland told CosmeticsDesign-Europe, particularly as it reached the brand’s target consumer – the “savvy beauty shopper” looking for reliable and high-performing products.
The move into H Beauty, however, formed just one part of Legology’s wider expansion plans, she said.
“We have further imminent expansion with exciting launches in nine Fenwick stores on 8 October; we will also expand from online into three Next stores this month. In the new year, Legology will be available via Sephora across the APAC region, throughout the Middle East and have further expansion across the US and EU markets.”
Asked if Legology planned to stretch beyond luxury retail into more mainstream markets, Shapland said: “Legology will always be a premium brand although we do see potential to move into a more mainstream market with new product development in specific categories, yes.”
‘Leg care has enormous scope’
She said Legology would continue to develop innovative formulas for overall leg care and cellulite, keeping a sharp focus on the larger wellbeing trend moving forward. The brand was primed to launch new products early next year, for example, that appealed to the active and sporty consumer, she said.
Discussing the potential for leg care in the wider beauty category, Shapland said consumers were “increasingly interested in leg care” and had been particularly receptive to Legology’s approach that addressed all the issues, including circulation, diet and activity.
“I believe leg care has enormous scope (…) In many ways, I see Legology as having opened a category in much the same way that St Tropez did with self-tan, and I believe the category has as much potential if not more.”