The department store's flagship London location is revamping its men's section to include trendy street-inspired wares, beauty and wellness counters, space for live events and more

High-end department store Selfridges is giving its menswear department a makeover with a new designer street space. The 18,000-square-foot area in Selfridges’ London store focuses on the blending of luxury and affordable brands for fashion-forward shoppers.

The space offers 80 menswear brands, 40 of which are new labels the store has added to its inventory specifically for this expansion. More than a shopping space, the new men’s department also includes a beauty counter to browse male skincare and wellness products, a wooden bowl for skateboarding that can be booked for skating, panel discussions and live music. The Brassier of Light, a restaurant located alongside the space on the first floor, will also be opening in early November.

Selfridges’ will even be rolling out a new millennial-specific Instagram account, @theyellowdrop. The retailer hopes this interactive strategy combining trending, street-inspired wares, social media and experiential shopping will incentivize store visits from younger male consumers.

Selfridges


Lead image: stock photos from Anna Moskvina/Shutterstock

High-end department store Selfridges is giving its menswear department a makeover with a new designer street space. The 18,000-square-foot area in Selfridges’ London store focuses on the blending of luxury and affordable brands for fashion-forward shoppers.

The space offers 80 menswear brands, 40 of which are new labels the store has added to its inventory specifically for this expansion. More than a shopping space, the new men’s department also includes a beauty counter to browse male skincare and wellness products, a wooden bowl for skateboarding that can be booked for skating, panel discussions and live music. The Brassier of Light, a restaurant located alongside the space on the first floor, will also be opening in early November.