Harrods has partnered with luxury fashion Farfetch, as the UK’s most famous department store embraces the shift towards online shopping.

The Knightsbridge-based retailer said the strategic partnership would see Farfetch assist with the development of a global e-commerce platform.

The deal will white-label Farfetch’s online shopping platform Black & White, enabling Harrods to upgrade its online offering and interact with consumers. Farfetch will also provide Harrods with e-commerce management, operations support, international logistics support and technical support.

Meanwhile, Harrods will continue to operate and manage trading on the site, including marketing, brand relationship and product strategy, all creative and editorial content, and customer services.

Harrods managing director Michael Ward said: “Harrods has been providing customers with the highest levels of service for over 170 years, and has invested relentlessly in delivering this service-level across every touch point of the business.

He said the partnership with Farfetch would “ensure that Harrods digital customers receive the same exemplary service as those who visit us in-store”.

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