Selected rolls out across all eight Fenwick stores

Danish fashion brand Selected, part of the Bestseller group, is extending its partnership with department store chain Fenwick with “nationwide omnichannel activations” across all eight of its UK stores.

The partnership is being brought to life through Selected window takeovers, refreshed shop fits, and a programme of “in-store styling moments” and customer events.

Physical activations will be supported by Fenwick’s digital platforms and social channels, with curated content designed to highlight Selected’s collections, styling approach and campaign storytelling.

Leo Fenwick, Partnerships Director at Fenwick, said: “Selected is a natural partner for Fenwick, sharing our commitment to quality, considered design and accessible modern style.

“The partnership reflects a sense of refresh and optimism at the start of the year, with Selected’s clean Scandinavian aesthetic bringing a fresh perspective to our fashion offer.

“This collaboration strengthens our fashion strategy through a nationwide omnichannel activation, delivering a seamless customer experience across physical and digital channels.”

Søren Riisberg, Head of the Northwest Sales Region at Selected, added: “Alignment between our brand values and partner environments is central to our long-term partner strategy. Fenwick is a highly valued partner and expanding our branded spaces together marks an important step in positioning Selected even stronger in the UK market.”

Selected’s new ‘Wardrobe Reset’ campaign draws inspiration from Scandinavian simplicity and “promotes a mindful approach to everyday style”. It will be consistently showcased across store environments, digital platforms and social media through ‘The Nordic Signal’, a minimalist Scandinavian visual identity designed to deliver a calm and cohesive experience across all customer touchpoints.

The new Selected in-store activations are now live in in Fenwick’s flagship Newcastle store, as well as at Brent Cross in London, Kingston, Bracknell, Tunbridge Wells, York, Colchester and Canterbury.

The partnership will be celebrated with a customer event at Fenwick Newcastle on 11 February 2026, hosted in ‘The French Salon’. The event will feature an informal talk and “styling moments” centred on Selected’s new season collections, alongside an arrival drink, Nordic-inspired canapés, DJ and curated gift bags.

The styling event includes a panel talk with Selected’s Søren Riisberg and Fenwick Head of Buying, Victoria Claridge. Tickets will be priced at £15 and fully redeemable against Selected product, offering customers an immersive introduction to the collaboration in-store.