Selfridges has reopened its four stores in London, Manchester and Birmingham, with each now set to share unique experiences and curated products with its customers.

During lockdown, Selfridges has been devising new ways to invite its customers to reconnect with the shopping experience its stores offer.

For example, it has launched a partnership with SoulCycle to open its first Outside Studio in the UK on Edwards Mews behind the Oxford Street store. This offers fitness enthusiasts the chance to get outside, socialise and ride in a safe environment.

Selfridges London will also see the launch of an exclusive Experience Concierge.

The new gifting service offers curated experience packages. This includes out-of-hours children’s parties in the Toy Department, floristry workshops and also pampering sessions.

Furthermore, as its stores reopen, Selfridges is looking to brighten the world with a new creative theme: Good Nature. From exploring the healing powers of nature and escapism via a new podcast series to finding new and earth-conscious ways to shop; Selfridges is looking on the bright side.

Commenting on the reopening is Andrew Keith, Selfridges’ managing director. “We have been connecting with and listening to our customers. 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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