Selfridges says the £4m investment in its menswear offer in Birmingham is expected to boost the department’s sales in by 20%.
Previously the menswear labels were spread across several levels, but they now occupy the whole 25,000 sq ft second floor.
Ruben Richards, menswear sales manager at Selfridges Birmingham, said: “Our department has always performed well, but we knew if we could make the shopping experience more coherent it would help to drive traffic and boost sales considerably.”
The department currently accounts for a fifth of the store’s overall sales and Selfridges expects the redevelopment to boost sales by almost 20% within the first year. It now offers over 100 menswear labels, 15 of which are exclusive to Birmingham.
Selfridges is looking to entice younger buyers with brands such as Hood by Air, A Bathing Ape, Off-White and Pigalle. Luxury brands such as Valentino, Lanvin, McQ and Tiger of Sweden to Dsquared, Paul Smith and Michael Kors complete the offer. Burberry has also opened its first ever in-store boutique on the site.
“Birmingham is young but very fashion-savvy and our new department celebrates this with a mix of products and labels that are completely unique to this Selfridges store,” explained Vicki Cain, general manager of Selfridges.
Selfridges plans to overhaul every floor of the Birmingham store by 2017, as part of a £20m investment strategy.