Womenswear brand Me+Em opened its first concession this week, in Selfridges’ London store.
The “affordable luxury” brand founded in 2009 by Clare Hornby opened in the department store on Monday 3 September.
It has five standalone stores in central London: at New Cavendish Street, which opened in January, and Draycott Avenue in Chelsea, which opened in mid-February. The other three are in Belgravia, Bayswater and Notting Hill.
It also operates a transactional website.
Hornby said: “Selfridges has long championed innovative brands, and as a British label, we’re proud to become part of that story.”
Lydia King, director of womenswear at Selfridges, said it had had lots of customer requests for the brand, which will be available as part of the store’s Denim Studio.
“We are basically offering luxury for less,” explained Hornby at the time. “Direct to consumer is the way that we can deliver the quality that we do, which matches up against most [luxury] brands. We will never do wholesale, because it would change our margin dynamic. [With direct to customer], the customer is paying just for one margin, not two.”
A spokeswoman for Me + Em confirmed the brand would run the Selfridges London concession, renting the space and providing its own staff.