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Selfridges reopens with raft of new experiences

Lauretta Roberts
12 April 2021

Selfridges has reopened its four stores in London, Manchester and Birmingham with a raft of new in-store experiences and even outdoor spinning classes.

While its doors have been closed, Selfridges has been "busy dreaming up new ways to invite its customers to reconnect with the pleasure of the unique shopping experience its stores offer."

The upscale department store has today launched its partnership with SoulCycle to open its first Outside Studio in the UK on Edwards Mews, behind the Oxford Street store.

In addition, Selfridges London will also see the launch of an exclusive Experience Concierge; a new gifting service offering specially curated experience packages; from floristry workshops to pampering sessions, out of hours children’s parties in the Toy department  and private screenings at The Cinema at Selfridges (set to reopen soon).

Rooftop restaurant alto by San Carlo at Selfridges London also reopens for walk-in dining today, with customers able to enjoy food, cocktails and coffee in the open-air Italian garden setting. In Selfridges Manchester and Birmingham, Cow Vintage launches with the best curated pre-loved fashion.

Across all its stores, Selfridges will celebrate local DJ talent from London, Manchester and Birmingham with live sets instore throughout the day, along with the opportunity for customisers to make song requests via text while they shop.

The retailer has also unveiled is new theme - Good Nature - to promote the healing  powers of nature and escapism via a new podcast series, to  finding new and earth-conscious ways to shop, through to the outdoor spinning classes.

Andrew Keith, Selfridges’ Managing Director, said of the reopening:  “We have been connecting with and listening to our customers and we understand what they have  been missing - experiences and inspiration. Whether it’s a new outfit to wear for that first dinner with friends this year, the shared experience of group exercise or simply coming into store to be inspired by Good Nature in person - people are daring to dream again. It’s our job to make the world brighter through everything our stores and our digital channels have to offer.”

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