Selfridges has unveiled the first part of the new accessories department in its Oxford Street flagship.
In the first of three phases of work to transform the department, Selfridges has introduced new accessories concessions and shop-in-shops for 10 of its luxury brands: Balenciaga, Burberry, Chanel, Celine, Chloé, Chrome Hearts, Gucci, Loewe, Mulberry and Saint Laurent.
It has also added a new cocktail bar called The Fount, which is surrounded by UK brands Anya Hindmarch, Jimmy Choo, Alexander McQueen and Stella McCartney. Together, they have been designed to create a focal point for the accessories hall.
By the time the second and third phases are completed in 2018, the hall will have tripled in size to 60,000 sq ft, covering a one-tenth of the floor space in Selfridges’ Oxford Street store. It will stock more than 100 brands.
The department is expected to sell up to 370,000 units per year – or around 1,000 per day.
Prices will range from £35 for an Anya Hindmarch luxury sticker to more than £20,000 for some handbags and clutches.
The hall is being designed by British architect David Chipperfield and is part of a wider, £300m investment to transform the eastern wing of the store, including its entrance on Duke Street. The project began in 2014 and is due for completion in 2018.
Selfridges predicts accessories sales will increase by more than 50% in that four-year period.
As part of the wider refurbishment, earlier this year Selfridges opened a new Designer Studio and Body Studio. By 2018, the Duke street façade of the store will be transformed, making way for a new triple-height entrance into the accessories hall.