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Selfridges re-opens with an experimental approach

Sadiyah Ismailjee
10 June 2020

Luxury department store Selfridges will be opening next week and has said it will ensure customers a “joyful experience” through a combination of virtual experiences and live entertainment.

Four of Selfridges' stores will open on Monday, although the department chain will not be able to reopen services such as makeup appointments, hairdressing, restaurants and cinema due to Coronavirus measures.

However, the department store said it will offer personal after-hours shopping trips, online beauty appointments and entertainment for those queuing outside.

Live entertainment for the queues will be available as limits on the number of customers allowed into the store will be in place, in line with the Covid-19 government guidance.

Stores director of Selfridges, Meave Wall said to The Guardian: “We will be bringing a little bit more life and a joyful experience for customers who come to our stores.”

Although safety measures are being put in place by the department store, it will not be closing its changing rooms with some rooms re-opening and staff sanitising these facilities after being used.

Clothes that have been tried on by customers will be steam-cleaned or quarantined for at least three days.

Since lockdown, online sales have doubled since its stores closed. Lipstick and lingerie as well as loungewear and kitchen accessories have been in high demand. Food sales have also soared after the department store has offered food hall delivery service.

Furthermore, the department has also been bolstering its online sales with beauty tutorials available on Instagram and virtual gift advice.

Store opening hours have decreased and is now from 11am to 7pm in London, with similar times elsewhere with appointments times available for an hour before opening and an hour after closing.

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