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Selfridges revamps men’s Spirit area in two stores

Selfridges plans to shake up the Spirit menswear areas in its Birmingham and Trafford Centre stores as it continues to shift towards a more accessible offer.

The department store chain is revamping the menswear section of young fashion department Spirit in its Birmingham Bullring and Trafford Centre branches, ploughing £1m into each store. It is updating storefits, creating specialist denim sections and altering the brand mix.

Previously, denim was arranged by brand within Spirit, but the section will now be centred around a denim wall featuring brands including Prps, Monkee Genes and True Religion.

New brands to Spirit will include denim labels Cheap Monday and 7 For All Mankind, Ben Sherman and Jack Wills’ sister brand Aubin & Wills. Some brands will be dropped, but Richard Sanderson, buying manager for men’s casualwear and streetwear, declined to say which.

Sanderson said updating Spirit was part of a strategy to stock a mix of low to high-end products and widen the stores’ appeal.

Last month, Drapers revealed that Selfridges would debut a Primark concession at its Birmingham Bullring and Trafford Centre stores. In August it announced luxury labels Tom Ford and Dior Homme would open concessions for autumn 11.

Sanderson added: “It’s always been our strategy to be an accessible store to all. Everyone is welcome.”

The revamped Spirit sections will be launched on November 17 in the Trafford Centre and December 1 in Birmingham. There are no immediate plans to revamp the women’s Spirit sections, or roll out the new-look menswear area to other stores.

Selfridges is set to report a 19% increase in profits to £127m and a rise in sales of 11% to £950m when it files figures for the year to January 2011 later this month.

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