Harrolds releases racing team to tap into new luxury segment

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Australian luxury department store Harrolds launched the Harrolds Racing Team as part of Mercedes-AMG Customer Racing.

The team helps Harrolds expand its experiential opportunities for its customers and also sees it exploit a previously untapped business opportunity.

Through a personal passion for motorsport and racing, Harrolds MD, Ross Poulakis set out to run the Harrolds Racing team.

“The Harrolds Racing team was born from the idea that we had a lot of fun driving on the track and that we had a passion for motorsport,” said Poulakis.

“It’s such a rich opportunity to align the Harrolds brand with a new luxury category.

“When I was little, I remember sitting in my dad’s Mercedes-Benz and pretending to drive it. My interest grew out of that memory,” he said.

Joining Poulakis in the team is third-generation racing driver, driving coach, stuntman and grandson of three-time Formula 1 world champion Sir Jack Brabham, Sam Brabham.

The duo recently completed the opening round of GT World Challenge Australia at Phillip Island, placing first in the GT4 class on Saturday 19th and Sunday 20th March.

Poulakis added that the company sees a strong alignment between the retailer’s customers and those interested in motorsport racing.

“Motorsport was an untapped area that we hadn’t been involved in as a company before, but I’ve seen a lot of our clientele take part in it and love it.

“Those who watch and attend GTWC Race Days have a strong interest in high-end motor vehicles and are expected to live a luxurious lifestyle.

“We strive to bring luxury experiences to motorsport, in a way that has never been done before,” he said.

Harrolds cars racing in 2022 include the Mercedes-AMG GT4 and AMG GT3 EVO.

In future races, Poulakis will be joined in the driver’s seat by Peter Hackett, Australian Endurance Championship GT racing driver and driving instructor.

Potential upcoming races for the team include the Bathurst 12hr, Shannons Motorsport Australia Championship and Supercheap Auto Bathurst International.

“Following our recent success, the Harrolds Racing team has firmly established itself on the global motorsports circuit,” added Poulakis.

The company also invites sponsors to get involved in the team.

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