Selfridges Oxford Street is to open a revamped men’s designer department this week as part of an ongoing plan to overhaul its menswear offering.
The 3,110 sq ft Designer West space will be unveiled on Tuesday (July 15) on the first floor.
Designer West will host 12 new brands including British brand Casely-Hayford, four-year-old Japanese label Sacai and Italy’s Golden Goose. The area formerly housed a Ralph Lauren concession, toilets and a stockroom. Ralph Lauren will move to a new location elsewhere on the floor.
Previous brands Comme des Garcons, Yohji Yamamoto and Haider Ackermann also join the line up. They have been moved from the same floor’s existing Designer East section. No brands have been removed from the menswear department or reduced in selling space under the move.
The area features a stone floor and brass rails. Three blue neon strip lights are suspended from the ceiling to light accessories on display in the fixtures below. Eleven custom-built bell jars run through the menswear area. These will house an ongoing series of installations showcasing products for sale in the department.
Designed by architect Alex Cochrane, it is the latest department to be unveiled as part of the store’s ‘Menswear Masterplan’. The plan started in 2012 with the opening of the 3,229 sq ft Designer East section and continued with the opening of a refreshed contemporary menswear section on the same floor in June last year.
An adjacent 1,200 sq ft men’s personal shopping area opened this week adjacent to Designer West.
Selfridges menswear director Terry Betts said a focus on designer menswear had so far “proved to be hugely commercially successful.”
Selfridges’ Manchester Exchange Square store is also working on an ongoing revamp of its menswear department. It has doubled the size of its men’s shoe department and introduced menswear labels exclusive to Manchester including streetwear label Off White and Japanese accessories brand Porter Bags.
Last week Drapers revealed fellow luxury department store Harrods is refurbishing its menswear department, increasing selling space from 65,000 to 70,000 sq ft later this year. The works will start in August this year and complete by April 2015.