Damson Madder opens first permanent retail space at Selfridges

London fashion label Damson Madder is opening its first permanent retail space at Selfridges' Oxford Street flagship, marking the brand’s largest physical retail presence to date.

The space will open on 6 July in the Contemporary Studio on the department store’s third floor and follows the brand’s initial launch with Selfridges in 2024.

Designed by New York-based creative Kat Milne, the permanent retail concept takes inspiration from domestic interiors, creating a more intimate shopping environment within the department store. The space will showcase Damson Madder’s latest collections.

The opening marks another milestone for the womenswear brand, which was founded by Emma Hill in 2020 and has expanded from a direct-to-consumer label into wholesale partnerships with retailers, including Selfridges. The brand has built a following through its colourful, vintage-inspired aesthetic and focus on using recycled and organic materials.

Emma Hill, founder of Damson Madder, said: “After launching with Selfridges in 2024, we have seen our partnership go from strength to strength.”

“The Selfridges vision, centred on imagination and creativity in retail, aligns strongly with the creative-led approach Damson Madder takes across our design and brand marketing. We are so excited that our new, permanent space in the iconic Oxford Street store will allow customers to experience the Damson Madder universe in real life.”

Rebecca Osei-Badoo, Womenswear Buying Manager at Selfridges, added: “Damson Madder has established itself as one of the most exciting voices in contemporary British fashion, with a clear point of view and a loyal community behind it.”

“We’re thrilled to welcome the brand’s first permanent space, offering customers an immersive environment that celebrates creativity, craftsmanship and the unique spirit that defines the brand.”

To mark the launch, Damson Madder will host a free in-store activation on 11 July featuring personalised poetry sessions led by spoken word collective The Live-In Room. Customers will also receive complimentary refreshments and exclusive gifts with purchases while stocks last.

The permanent opening reflects Selfridges' continued investment in experiential retail, as department stores increasingly dedicate space to immersive brand environments alongside traditional shop-in-shop concepts.

For Damson Madder, the move provides its first long-term physical retail destination as the five-year-old label continues to expand its presence beyond online channels.