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Giulia Paolinelli, Cristina Rossetti, Luca Sanchioni History Since the store first opened its doors in 1849, Harrods has always prided itself on a reputation for excellence, that nothing is too much trouble to their customer and finding the finest-quality merchandise. The Harrods‘s story started in 1834 in London’s East End, when founder Charles Henry Harrods set up as a whole sale grocer in Stepney, with a special tea. In 1849 Harrods took over a small shop in the new district of Knightsbridge on the site of the current store just near Hyde Park. In 1889 the store become a public company. The 1890s were boom time and the new departments were added: including the “Harrods Bank” and “Estate Agency”. The new managing Director Richard Burbidge was well ahead of his time introducing the World’s first escalator in 1898. Harrods has constantly evolved over the years to keep up with trends. In 1959 the “House of Fraser” group acquired the store and began to upgrade what was seen has an old-fashioned institution. It was only when the Fayed family acquired the House of Fraser for ￡615 million that Harrods become a family - owned firm once again the store’s fortune began to turn. The energy of the story, today, comes across in the unexpected that comes from attention to every detail in every department. Brands and Quality Harrods remained London’s premier retail outlet for ever 155 years, yet the fundamental ethic of selling quality merchandise and giving customer exemplary service has never been questioned or compromised. At Harrods truly anything is possible. The famous Harrods’s motto:” EVERYTHING FOR EVERYBODY EVERYWHERE!!” has more than lived up to its meaning over the years. The store is an example of how a brand steeped in tradition and legend become a kind of museum exhibit: Harrods is a brand that people desperately want to remain the same. While having one traditional, unchanging brand does make things fairly simple for the corporate design departme