Selfridges has seen success by scaling direct to consumer businesses with a focus on exclusivity. In the past season Selfridges has opened spaces ranging from ones for Miu Miu and Celine accessories to a Peter Marino-designed Tiffany & Co. shop, as well as those for Moncler, Loewe, Golf Le Fleur and Adanola. Selfridges has also introduced 29 new businesses to its customers with 32 pop-ups and immersive moments, which usually take place at the Corner Shop space that faces Oxford Street and is a first point of contact for many visitors. On Jan. 16, running shoe brand On will take over the Corner Shop space, which has previously been occupied by Louis Vuitton, Martine Rose x Clarks, Celine, Prada, Omega, Fenty Hair, Telfar and Valentino.

Beauty is a big area of focus for Selfridges in London as it’s been ‘trading very positively’ since the department’s renovation, with a 10% increase versus 2023. The Selfridges store in Birmingham will also be getting a renovation. Selfridges has seen a really strong increase in beauty appointments, a 22% increase versus last year, and appointments at the beauty concierge have seen the biggest increase at a 135% increase versus the year before. Another successful Selfridges project has been ReSelfridges, the store’s circularity program that has partnered with Vintage Threads, Repairs by Sojo and Hurr. The London and Birmingham stores each has a permanent ReSelfridges Accessories space, where sales of pre-loved bags are up by 56% and watches by 90% compared to the year before.

Selfridges’ creative ambitions  will be demonstrated with an art installation commission from British artists William Cobbing at the London store’s Duke Street entrance, while Fromm, the British 3D studio founded by Vince Ibay and Jessica Miller, will be taking over the Duke Street windows.

On the lower ground floor, Sarabande brands 8 Holland Street and House of Bandits will each present two pop-ups, respectively. ‘8 Holland Street…Have a Seat…’ will feature 100 chairs, stools and seating designs from the 20th century. Each piece in the collection will be available to purchase in store and will be accompanied by a selection of books, cushions, textiles and ceramics. To celebrate Sarabande’s studio’s 10th anniversary, Selfridges will be opening its doors to sharing the work of 280 artists, with all sales going toward supporting the foundation and the artists.