Selfridges is planning a £20m transformation of its Birmingham store, with every floor receiving a complete overhaul by the end of 2017.
As part of the plan for Birmingham, Selfridges will install curved glass window displays at the main entrances from the Bullring mall.
The third level will be dedicated to a portfolio of contemporary womenswear brands, such as The Kooples, Sandro and Maje, as well as high street retailers and a revamped beauty section.
Level two will become a dedicated menswear floor with exclusive brands such as Michael Kors, Boy London, Sandro Homme and Burberry.
Vicki Cain, general manager of Selfridges Birmingham, said: “Our redevelopment masterplan will see floors redesigned to further elevate the quality of the shopping experience we offer… We have already begun this programme of transformation, which will be undertaken with the store remaining open throughout. It is an exciting time for the business and I relish the opportunity to help Selfridges prepare for its next decade in Birmingham.”
She added: “We hope to bring the same magic that our London store has with its windows. In the spirit of our founder, Harry Gordon Selfridge, our mantra has been to always aim to surprise, amaze and amuse anyone who visits us.”
Selfridges commissioned Ab Rogers Design to create a new layout for the shop floors.
The eponymous founder, who is also head of interior design at The Royal College of Art, said: “Our masterplan proposal is designed to celebrate the original building design, implementing a strong, dynamic connection between inside and out.”