Selfridges has opened the first phase of the Christmas shop in its London flagship, called Selfridges Rocks Christmas.
The department store is taking inspiration from rock-and-roll and pop music culture for its Christmas theme.
More than 500 products are available from today (2 August), and Selfridges will unveil the second phase on 4 September. This will comprise more than 3,800 options, and a Christmas pet shop and tinsel shop are both new for this year.
Selfridges will also offer personalised gifting, including the opportunity to ”create your own family Christmas jumper from the brand Twenty Seven”.
“We’ve been opening the doors to our Christmas Shop during the summer for years now and have become a real destination for fans of Christmas and festive decorations within and outside the UK,” said Eleanor Gregory, Christmas and home buyer at Selfridges. “Some customers return to us year after year, excited at the prospect of discovering the new ranges and adding to their collections.”