THE ART OF CELEBRATION AT SELFRIDGES

Selfridges has had a 2D makeover – from playful installations to marking joyful occasions, ​offering customers new ways to celebrate together.

9 January 2023, Selfridges Celebrates launches today. Selfridges new season launches across all stores with a focus on helping customers celebrate special moments, big or small. In 2023 this is brought to life through the lens of 2D artistry.​

Unveiling all-new window displays and unexpected visual pleasures in its physical and digital spaces, Selfridges Celebrates is Selfridges playful take on how to shop and plan for the moments in life that call for joyful celebration. All year round, customers can find thoughtful gifting ideas and experiences, sustainable solutions and accessible treats, all with a Selfridges 2D twist.​

In a world flooded with hyper-connection and the multi-sensory, 2D illustration is having a moment in the spotlight across all Selfridges categories. Four talented female artists and illustrators Angela KirkwoodPaulina AlmiraBrindha Kumar and Lena Yokoyama have been commissioned to interpret special Selfridges destinations from Dolly’s Café to the Skate Bowl and The Psychic Sisters, to transform 29 iconic windows across Selfridges London, Manchester, and Birmingham stores, with a series of mood-lifting, two-dimensional installations. Angela’s joyful drawings and cheeky characters will also mark each of this year’s calendar celebrations at Selfridges.​

A special commission by John Booth in Selfridges flagship Oxford Street windows on the corners of Oxford Street and Orchard Street invites customers to explore playful interpretations of what celebration means to them.​

Customers will also be able to shop exclusive 2D inspired collaborations and drops revealed throughout the year, from special edition Selfridges Selection treats featuring colourful designs by Angela Kirkwood, to playful homeware, cards and trinkets by David Shrigley, Reselfridges vintage fashion edits inspired by 2D artistry and a whole host of Selfridges Celebrates eventing.​

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NOTES TO EDITORS​

To discover Selfridges’ artist collaborations, gifting ideas and events, visit Selfridges Celebrates.​

SANTA TAKES ELIZABETH LINE TO SELFRIDGES

Selfridges’ Santa and his Christmas Pudding Disco Dancers commute to Selfridges London via the new Bond Street Elizabeth line station to provide festive entertainment and moments of magic for customers this Christmas

[Thursday 1 December 2022] Today, Santa arrived at the new Bond Street Elizabeth line station on his way to Selfridges London to provide festive entertainment and moments of magic for customers.

Santa and his Christmas Pudding Disco Dancers will roam store daily throughout December, alongside helpful elves in the Christmas Shop, spreading the festive cheer as the countdown to Christmas begins. Visitors to Selfridges London can immersive themselves in the festive spirit this month, with high energy shared experiences that are a fantastical feast for the eyes.

Through its Christmas scheme, Season’s Feastings, Selfridges celebrates the power of food to bring us together this festive season. Giant Christmas pudding disco balls are suspended from the ceiling by the central escalators, creating Insta-worthy sparkle and glimmer. Dolly’s café has been transformed into the ultimate feasting destination abundant with Christmas décor, with party energy brought by a cast of Christmas characters and musical entertainment including a Christmas choir. In the evenings the countdown clock will strike to signal a theatrical festive performance, with confetti cannons and Christmas cheer.

Manchester Exchange will have its own cannon experience to wow customers and in Trafford, local Instagram favourite Gooey have brought their sweet treats to a new Christmas Café pop up serving cookies, brioche donuts and hot drinks. The Birmingham store’s Christmas Café is a festive destination for customers to socialise and be inspired. Info on festive events can be found at Selfridges.com.

Season’s Feastings comes to life elsewhere in store in the festive window displays, featuring surreal and spectacular interpretations of festive ‘foodie’ moments, and the Christmas Shop on the fourth floor, where visitors are invited to spend time savouring the festive experience and choosing ornaments that are special to them.

Meave Wall, Selfridges’ Stores Director, says: “This Christmas is all about coming together with loved ones to enjoy cherished rituals. We’re inspired by the power of food in bringing people together and through our theme, Season’s Feastings, are celebrating what this means to us at Selfridges. With our iconic Christmas windows on Oxford Street, Christmas Shops in every store and a line-up of fantastic entertainment, we’re ready and excited to welcome customers in to make their festive season brighter.”

Link to book events at Selfridges
https://www.selfridges.com/GB/en/features/info/stores/events/

THE SELFRIDGES CORNER SHOP PRESENTS: & GOOD COMPANY

Selfridges welcomes London’s MACHINE A and Brussels based SMETS to the Corner Shop this September

&Good Company is a celebration of the creativity and innovation to be discovered in the world’s best local, independent, multi-brand stores. ​Every year, Selfridges delivers hundreds of brand collaborations and special projects but is yet to partner with another multi-brand retailer. This September, The Corner Shop will welcome London’s Machine-A and Brussels-based Smets to keep Selfridges in good company for 4 weeks.  

The power of physical retail, customer experience and expert curation will be explored with these independent trailblazers and via a global edit of emerging brands, exclusive merch and a focus on Project Earth and Reselfridges selections. For this first-of-its-kind experiment, The Selfridges team will work closely alongside friends, founders, and champions of new talent, Stavros Karelis and Pascaline Smets.  

“We never stop feeling excited about the future of retail, &Good Company is all about sharing inspiration and creativity from some of the best independent multi-brand stores globally.  We are fascinated by curation and the way these founders have approached fashion; they both have such unique ways that we wanted to give them a platform to express this even further. We are delighted to support their businesses by offering them our best collaborative retail platform, The Corner Shop”.  Sebastian Manes, Buying and Merchandising Director, Selfridges 

Over 4 weeks, customers can discover curated collections from the two stores. Machine-A, founded by Stavros Karelis, is the multi-brand luxury concept store in Soho, London, focusing on continuously highlighting an eclectic mix of emerging and established brands. Machine A brings to &Good Company 22 global brands, including 16 that are new to Selfridges. Stavros Karelis and the Selfridges buying team have worked closely with the designers to offer an array of exclusive-to-Selfridges items. Machine-A has created its first merchandise collection, an exclusive run of t-shirts in four individual designs. Graphic designer Paul Hetherington re-adapts the Machine-A logo into x4 different band-esc styles emblazoned across the front. The t-shirts will pay tribute to the launch of Machine-A Shanghai, as part of the international opening, long-term friends of the brand have shared the reason they love Machine-A, these quotes and designer names; Raf Simons, Matthew Williams, Martine Rose and Coperni will be included above the logo. The t-shirt will also include a QR code on the back allowing the full audio from each designer to be explored. Also available, is a curated vintage edit under Machine-B: the collaboration with cult vintage brand Byronesque. 

“Selfridges has always been the landmark of the London retail and fashion world, with an indisputable reputation on a global level as the best department store. Its curation, creative direction & offer is such that it is absolutely one of the most exciting projects we have done to date. I am thrilled & honoured to collaborate in such an iconic location, with the main aim for both retailers to promote the notion of the London community and showcase MACHINE-A’s unique selection of designers and brands!  

“It is the first-time retailers in London have decided to unite forces and their communities in such a dynamic way, during a month when London celebrates the best of design talent. I am so excited to show to our audiences what we have been working on, including a special limited-edition launch of MACHINE-A’s first-ever branded experience.” Stavros Karelis, Founder – Machine-A  

 SMETS, founded by Pascaline Smets, the high-end luxury store, has exuded a powerful sense of personality and uniqueness since the 1980s. Their avant-garde vision has changed the way shoppers see and purchase fashion in Brussels and Luxembourg. Smets will bring three emerging Belgian designers to Selfridges – all Exclusive to &Good Company at The Selfridges Corner Shop. A selection of design pieces, including sculptures, candles, and specialist books have been personally chosen by Pascaline. Smets will also debut its first-ever vintage offering, a 27-piece archive edit of Alaïa RTW from SS17 and FW17.  

“Selfridges has always been a place to discover new talents and has a global presence. We feel very lucky and honoured to present our brand within The Corner Shop alongside the incredible store Machine-A. For the occasion, we decided to focus on Belgium talents with three emerging designers, Valentine Witmeur Lab, Leo and Arte Antwerp. As Smets is not only about fashion, we have also curated an offering of artwork from photographer Julien Boudet and design pieces from Le Cactus Bleu from Gufram. We hope the Selfridges Customer will get a glimpse of our spirit, Passion, engagement, vision, curiosity, freedom and respect.” Pascaline Smets, Founder – Smets 

The &Good Company Corner shop will be open from 5th September for 4 weeks.  

GIFTS UNDER £75

SANTA UNVEILS CHRISTMAS AT SELFRIDGES: SEASON’S FEASTINGS

With eight weeks to go, Christmas launches at Selfridges stores in London, Birmingham and Manchester and on selfridges.com with a theme of Season’s Feastings: a celebration of the power of food to bring us together

[Thursday 27 October 2022] Season’s Feastings invites customers to celebrate the power of food to bring us together this festive season. Launching across Selfridges’ four stores and on selfridges.com, Selfridges will offer customers serving suggestions for setting up, dressing up, gift giving and merrymaking, as we look forward to coming together with friends and family to enjoy cherished Christmas rituals.

A Festive Day Out 

The Christmas windows, unveiled today, are a must-see as part of a festive day out in London, bringing us together at this time of year. There are 15 windows to explore in total, taking inspiration from the theme with surreal and spectacular interpretations of festive ‘foodie’ moments. Customers can also visit Selfridges’ biggest Christmas Shop to date, open on the fourth floor of the Oxford Street store, reimagined as a magical and immersive place where visitors are invited to spend time savouring the festive experience and choose ornaments that are special to them. Christmas Shops in the Birmingham and Manchester stores are also now open, along with window displays to delight and amuse.

Moments of Magic

This festive season, Selfridges is set to bring loved ones together with high energy shared experiences that are a fantastical feast for the eyes. From 25 November, Santa and his squad of Christmas pudding disco balls will be making daily visits to the Christmas Shop and festive destinations at all stores to greet customers and spread joy as the countdown to Christmas begins. Santa will host events such as the iconic Breakfasts with Santa across London, Birmingham and Manchester, giving customers plenty of chances to make their Christmas wishes.

Reimagined Destinations

Selfridges invites customers to think, feel and experience Christmas with joy and delight in reimagined destinations. From 31 October, Dolly’s café in London will be transformed into the ultimate feasting destination abundant with Christmas décor. From 25 November, the party energy will be brought by a cast of Christmas characters and musical entertainment including a Christmas choir, and in the evenings the countdown clock will strike to signal a theatrical festive performance. Rottingdean Bazaar have been commissioned to design the Selfridges Christmas tree this year, located at the Duke Street entrance of the London store.

In Manchester Exchange, a new confetti cannon experience will wow customers. In Trafford, from 1 November local Instagram favourite Gooey bring their sweet treats to a new Christmas Café pop up serving cookies, brioche donuts and hot drinks, and the Birmingham store will also open a Christmas Café as a destination for customers to socialise and be inspired.

Gifts for All

Selfridges is the home of expertly curated Christmas gifts, helping customers to celebrate with gestures big and small. This year, a Season’s Feastings printed guide cooks up the ultimate Christmas at Selfridges with a host of ‘recipes’ from friends and contributors. Customers can discover DeadHungry’s ultimate festive dessert and the Black Power Waffle by Ghetto Gastro, tips on how to have a more sustainable Christmas from Stella McCartney, as well as how to create DIY decorations with Max Allen and Laila Gohar’s recipe for an unconventional Christmas.

Customers will be inspired through curated advice and a personalised approach. A Hampers Concierge can create bespoke gifts tailored to any recipient and through Selfridges’ Experience Concierge customers can gift unique-to-Selfridges experiences such as Cinema membership, lessons in the skate bowl and pampering sessions.

Earth-conscious shopping is easier than ever with Project Earth labelled edits that are better for people and the planet and a host of Reselfridges services such as rental for partywear, beauty refill gifting and pre-loved presents.

Celebrating Community 

Selfridges is proud to partner with Centrepoint this Christmas to fund housing and support for young people across the UK.  Over the festive period initiatives such as proceeds from a giant 8kg panettone in the Foodhall and a ‘donate as you dine’ scheme giving customers the option to add £1 to their restaurant bill will raise money for the cause.

Meave Wall, Selfridges’ Stores Director, says: “This Christmas is all about coming together with loved ones to enjoy cherished rituals. We’re inspired by the power of food in bringing people together and through our theme, Season’s Feastings, are celebrating what this means to us at Selfridges. With our iconic Christmas windows on Oxford Street, Christmas Shops in every store and a line up of fantastic entertainment, we’re ready and excited to welcome customers in to make their festive season brighter.”

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Notes to Editors:

BOOK CHRISTMAS EVENTS AT SELFRIDGES HERE

ABOUT PROJECT EARTH

Project Earth is Selfridges’ evergreen sustainability strategy with bold targets to reinvent retail and meet its commitment to a net-zero future.

Selfridges aims to help customers change the way they shop in three ways: by addressing the materials used in products, launching and exploring new retail models such as resell, repair, refill and rental, and engaging with teams, partners and customers to inspire a shift in mindsets. Building on over a decade of retail activism, Selfridges has made ambitious 2030 targets:

Materials: Everything built, bought and sold will meet its environmental and ethical standards

Models: 45% of transactions will come from circular products and services

Mindsets: Building an inclusive retail culture in which teams, communities and customers put people and planet first in all decision making

Underpinning Project Earth is a broader commitment to Science Based Targets and to achieve net-zero carbon across the business by 2040 as a signatory to the Climate Pledge.

GIANT 8KG CHARITY PANETTONE LAUNCHES AT SELFRIDGES


Selfridges Selection Really Big Panettone serves 100 guests and raises money
for Centrepoint this Christmas

In preparation for the upcoming festive season, Selfridges is unveiling its biggest panettone yet – an 8kg centrepiece that can be served and shared with 100 guests. 

All proceeds from the Selfridges Selection Really Big Panettone will go to Selfridges’ Christmas charity partner, Centrepoint, to fund housing and support for young people in the UK.

This Christmas, Selfridges is celebrating the power of food to bring us together through its theme: Season’s Feastings. Over the festive period, Selfridges will offer customers serving suggestions for setting up, dressing up, gift giving and merrymaking, as we come together with friends and family to enjoy cherished Christmas rituals.

Last year sales of panettone were +41% on 2020, as the sweet Italian bread soars in popularity, overtaking both Christmas cake and Christmas pudding. In 2021, Selfridges sold +75% more panettone than Christmas puddings, and 200% more than Christmas cake, as the panettone becomes a strong seasonal favourite.

This year, Selfridges presents seven panettone options, from the Really Big 8kg to a decadent Chocolate & Orange and a Vegan Classic. The Selfridges Selection Classic Panettone continues to be the bestseller, made with Madagascan bourbon vanilla beans, Italian honey produced deep in the volcanic terroir of the Euganean Hills, sultanas soaked in Moscato wine, free range eggs and fresh butter.

Andrew Bird, Head of Food at Selfridges, says: “Our 8kg panettone is the ultimate centrepiece for a festive party or get together. Inspired by our Christmas theme, Season’s Feastings, and the power of food in bringing people together, especially at Christmas, we wanted to create something to be shared and enjoyed by many, with the added benefit of raising money for our charity partner, Centrepoint, who do vital work to help homeless young people.”

Funding for Centrepoint goes towards giving homeless young people a future, with the ultimate aim of ending youth homelessness by 2037. Selfridges will raise funds for the charity over the Christmas period with initiatives including proceeds from the panettone going to the cause and a ‘donate as you dine’ scheme giving customers the option to add £1 to their restaurant bill.

Selfridges Selection Really Big Panettone is available at Selfridges London and selfridges.com, 8kg, £300.

ALL CHRISTMAS GIFTS

THE FESTIVE SEASON BEGINS WITH A VISIT TO THE SELFRIDGES CHRISTMAS SHOP 

Discover a destination that’s a must-visit part of a festive spirit-filled day out for friends, families and loved ones to enjoy together.

Monday 3rd October 2022. Today Selfridges launches its biggest Christmas Shop to date (20% bigger than last year), in a dedicated new destination on the fourth floor of the Oxford Street store. The Christmas Shop also opens today in Selfridges Manchester and Birmingham stores. The Christmas Shop has been imagined as a magical and immersive place where visitors are invited to spend time savouring the festive experience and choose ornaments that are special to them.

Each decoration category has been selected by Selfridges to share a unique and inspiring point of view, and to ensure there is something for everyone. The Christmas Shop will showcase Selfridges’ favourite seasonal product stories within a destination that’s a must-visit as part of a festive spirit-filled day out for friends, families and loved ones to enjoy together.

The Christmas Shop will offer carefully curated decorations, lighting, ornaments, advent calendars, gift wrap and cards alongside personalisation services. Customers can explore more than 1,200 pick and mix baubles (+35% more than in 2021). Half of the decorations are exclusive to Selfridges and can’t be found anywhere else in the UK. A total of 60% of the decorations available are Project Earth labelled as being more planet-friendly options.

With 12 weeks to go until Christmas Day, Christmas related searches at Selfridges.com are significantly up on 2021:

  • Christmas decorations +60%
  • Crackers +25%
  • Christmas tableware +30%
  • Advent calendars +350%
  • Lights and trees +138%
  • Christmas wrapping paper +69%

Approaching the offer from the perspective that every decoration can be a special memory, and something to give, collect and keep, Selfridges has identified three key Christmas Shop themes:

  1. Savouring season’s feastings

Shoppers are personalising their Christmas trees with food and drink decorations. This year, over 100 bauble options covering speciality, cult, nostalgic and seasonal food and drink items are set to be one of the most popular collectable bauble choices.  Classic condiments, cocktails, sushi sets, tacos, Dutch pots, bacon and eggs or baguettes – playful decorations that make everyday favourites the contemporary icons of festive cheer. This trend will serve up further festive inspiration with Selfridges set to explore the power of food to bring people together this Christmas.

2. Celebrating diversity

March Muses, a black-owned British brand, creates figurines that celebrate diversity by diversifying celebrations and are the only supplier of Christmas decorations of colour in the UK. Handmade decorations include Black Angels, Wisemen and Santas, alongside gift wrap and cards. Following the huge success of the March Muses last year, find an expanded offer and only-at-Selfridges ornaments.

3. Preparing for a conscious Christmas

A total of 60% of the decorations available are Project Earth labelled as being more planet-friendly options.

New brands within the Selfridges Project Earth edit include reusable fabric Forever Crackers made from Italian silk and designed to last a lifetime, and candy coloured stockings made especially for Selfridges by interiors darling Casa By Paboy, a small homeware social enterprise based in Naples, Italy, founded by craftsman and designer Paboy Bojang.

The Recycled Candle Company produces candles with recycled candle wax from restaurants and churches. B Corp certified, Devon-based Ian Snow baubles are recycled, up-cycled, or made from sustainable materials, ensuring fair trade and ethical practises across the entire supply chain.

The Christmas shop will also offer a selection of wreaths made from pre-loved decorations sourced from charity shops, by The Picture Tales.

As well as offering more planet-friendly choices than ever before, the Christmas Shop has been built with sustainability in mind, reusing baubles from previous displays in store both for bauble walls and recycled into tabletops, giving them gold, red and silver flecks.

Following the Opening of the Christmas Shop today, Selfridges will launch its Christmas scheme across all stores and on Selfridges.com on 27 October to help customers celebrate with small gestures and great gifts and by helping friends, family and loved ones come together through unforgettable experiences. 

From 25 November, Santa and his elf squad will be making daily visits to the Christmas Shop and festive destinations throughout the London store as well as in Birmingham and Manchester to greet customers and spread joy as the countdown to Christmas begins.

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SELFRIDGES TOP TOYS FOR CHRISTMAS 2022

As the Christmas countdown begins, Selfridges releases its prediction of best-selling toys that are sure to delight and ignite imaginations of all little ones this Christmas. These gifts will keep them inspired over the Christmas period and entertained long after the festive holidays.

PERSONALISED JELLYCAT BUNNIES

Available exclusively at Selfridges, everyone’s favourite bashful bunnies can now be personalised in Selfridges’ fourth floor toy department. Have any little ones name embroidered on a bunny’s ear for just £5, all of which goes to charity The Toy Project who raise money to fund workshops and projects, like toy and book libraries and community events.

Jellycat Honey and Rose (launching soon) bunnies, £21
(Personalisation + £5 charity donation)

COOL CRUISER MADE FROM FISHING NETS

This super-sleek three wheel scooter is crafted from discarded fishing nets and perfect for families trying to be more mindful of the environment. With an adjustable handlebar and light up LED wheels, children will look super-cool whilst cruising. Built entirely from replaceable parts, it will grow with its rider and last a lifetime of scooting. Part of Project Earth.

Launching soon – Micro Scooter, Eco Mini Mint, £88

INCLUSIVE & EDUCATIONAL FUN WITH LITTLE OMO

Little Omo is working to ensure that children from a variety of ethnic backgrounds can feel represented. Handmade in the UK and made from FSC wood, these fun face puzzles can help children develop skills in areas from problem solving to shape and colour perception. Part of Project Earth.

Little Omo Face Puzzles, £27

DELIGHTING IMAGINATIONS WITH LE TOY VAN

Part of Selfridges’ more eco-friendly Project Earth collection, this Vanity Table and Stool set will let imaginations run free and make a perfect addition to a child’s bedroom. Hand crafted by skilled toy makers and made using sustainably sourced materials, this vanity table will delight little ones for hours of engaging play.

Vanity Table and Stool wooden furniture set, £120

SUPERSIZED SQUISHMALLOWS

Available exclusively at Selfridges, this delightfully squishy Avocado from Squishmallows is an impressive 20 inches tall and made from super-soft marshmallow-like filling, designed to be loved, hugged and squeezed! Making the snuggliest of companions, this Avocado will make a squish-tastic edition to a child’s bedroom.

Launching soon – Squishmallows 20” Avocado, £60

READY SET GO WITH THE BRIO DELUXE RAILWAY SET

Founded in 1884, brand Brio, is a real classic for any child’s toy collection. With 87 pieces, the set comes complete with passenger trains, freight trains, harbour and metro scenes, stations, cranes, bridges, road and rail tracks and little passengers. This interactive playset also helps develops motor skills, coordination, problem solving and social skills.

Brio, Deluxe Railway Set, £250

ARE YOU READY TO ENTER THE WORLD OF LEGO STAR WARS?

Exclusive to Selfridges, this LEGO Star Wars Ambush of Ferrix playset is the perfect gift for any Star Wars fanatic. Complete with 679 pieces and featuring three LEGO Star Wars minifigures, this playset will put skills to the test for any budding LEGO builders.

LEGO® Star Wars™ 75338 Ambush on Ferrix™ playset, £70

TURBO CHARGE INTO THE FUTURE WITH THE FAO SCHARTZ PORSCHE TAYCAN TURBO S

Perfect for the budding driver, the Porsche Taycan Turbo remote control car has wireless control and a charging station that mimics the real size electric Porsche. This remote control car will have your little ones turbo charging into the future with a maximum speed of 8 kilometres per hour.

Launching soon – FAO Porsche Taycan Turbo RC, £50

SING TO SLEEP WITH THE COCOMELON CODY DOLL

Here to help the little ones with their nursery rhyme inspiration, singing whizz and YouTube star, CoComelon’s Cody will have little tots drift off into the land of nod with its seven iconic sounds and phrases, and bedtime song. Simply squeeze his snuggly tummy when it’s time for bed.

Bedtime Cody musical plush doll 35cm, £28

THE PURR-FECT WORLD OF GABBY’S DOLLHOUSE

Kids can get stuck into the purr-fect world of Gabby’s Dollhouse with a dollhouse of their own. This one’s full of fun features, including the Dollhouse Delivery tower and working Cat-A-Vator. Of course, a Gabby Girl collectible figure is included, as well as a Pandy Paws figure, all of which can be brought to life with the app.

Gabby’s Purrfect Dollhouse, £80

TWO YEARS INTO PROJECT EARTH, SELFRIDGES ZEROES IN ON A CIRCULAR FUTURE FOR SHOPPING

Selfridges launches its first annual Project Earth Report, setting out new, ambitious targets to reinvent retail and meet its commitment to a net zero future

Materials – It broadens its commitment to only stock products that meet strict environmental and ethical standards by 2030

Models – It introduces bold 2030 targets for 45% of transactions to come from circular products and services, with a Reselfridges initiative that now houses all circular models, forming the backbone of Selfridges’ future business, to change the way we shop

Mindsets – Selfridges commits to building an inclusive retail culture in which teams, communities and customers put people and planet first in all decision making

In August 2020, building on more than ten years of retail activism, Selfridges launched Project Earth, its transformational sustainability strategy. Today, Selfridges shares its first Project Earth Report, detailing the initiative’s progress and setting out the next steps in its plan to reinvent retail to imagine and create a sustainable future for people and planet.  

Recognising the need for radical transformation to address the climate emergency, Selfridges sets a new ambitious target for 45% of transactions1 across its four stores and online to come from circular products and services by 2030, and to only stock products that meet strict environmental and ethical standards. 

Selfridges’ 2020 commitments were underpinned by a target to achieve net zero carbon emissions across the business by 2050. Last year, Selfridges accelerated its net-zero carbon commitment by 10 years, to be achieved by 2040, as a signatory to the Climate Pledge. To achieve this, Selfridges will move from a period of experimentation and exploration into a phase of embedding and accelerating change, through new commitments across Materials, Models and Mindsets. 

Andrew Keith, Selfridges Managing Director, says: “In creating our store of tomorrow we must commit to a fundamental shift in the way that we do business and use the Selfridges platform for change. Our vision is to reinvent retail and create a more sustainable future, and Project Earth and our new targets underpin this. 

We recognise that we need to challenge ourselves to accelerate change and our ambitious circular and materials targets do just that. We don’t have all the answers, but we are committed to finding solutions, through a continued imaginative approach to retail innovation. The scale of our ambitions cannot be underestimated but we are inspired by what lies ahead
and how we bring this to life for our customers.” 

The Project Earth Report  

Through its original Project Earth commitments, Selfridges aims to help customers change the way they shop in three ways: by addressing the materials used in products, launching and exploring new retail models such as repair and resell, and engaging with teams, partners and customers to inspire a shift in mindsets. 

PROJECT EARTH REPORT SUMMARY

2021 – 2022 progress and radical new commitments  

Materials 

2020 Commitment
In 2020, Selfridges committed to ensuring that the nine most environmentally impactful materials would come from certified, sustainable sources by 2025. 

Progress
To meet the 2025 material commitments, Selfridges tracked the materials coming into its business to establish a baseline volume of products. 

Two further material commitments have been set: 

  • 50% of polyester used across the business and in products sold will come from certified recycled sources by 2025 
  • 50% of nylon used across the business and in the products sold will come from certified recycled sources by 2027 

2030 Commitment
Selfridges commits to ensuring everything it builds, buys and sells will meet its environmental and ethical standards by 2030.  

Models

2020 Commitment
In 2020, Selfridges committed to pioneering new retail models and experiences, making Selfridges synonymous with circularity, including repair, resell, refill and rental. 

Progress
Selfridges has increased sales of pre-loved items through Reselfridges by 240%, facilitated over 28,000 repairs, rented more than 2,000 items and sold more than 8,000 refills.  

A renewed Reselfridges initiative will house all circular models and form the backbone of Selfridges’ future business, to change the way we shop. Selfridges will continue to experiment with and invest in alternative shopping models which focus on extending the life of existing products and packaging.

2030 Commitment
Through a continued focus on growing the Reselfridges ecosystem and experimenting with new models, Selfridges commits to 45% of transactions to come from circular products and services by 2030. 

Mindsets

2020 Commitment
In 2020, Selfridges committed to putting longevity, creativity and sustainability at the heart of the business, and engaging with teams, partners and customers to effect change.

Progress
Research shows that half (50%) of Selfridges customers want to make more sustainable choices but don’t know how to2. To help and inspire customers, one initiative Selfridges will offer is dedicated Project Earth appointments to discover how to re-style existing wardrobe pieces, explore earth-conscious beauty and learn about sustainable denim. 

In spring 2023, building on the previous two years, Selfridges 12-week creative scheme will have sustainability at its heart, exploring its Project Earth ambitions through creativity and collaboration, with a continued imaginative approach to retail innovation. 

2030 Commitment
Selfridges commits to building an inclusive retail culture in which teams, communities and customers put people and planet first in all decision making by 2030. 

To ensure the decision making process is inclusive and representative, Selfridges is committed to ensuring that by 2025 50% of director roles will be held by women, the gender pay gap will be closed and 16% of the senior leadership team will be made up of ethnic minorities. 

Selfridges Project Earth Report is available at: www.selfridgespress.com/projectearth  

[1] Circular transaction includes at least one resale, rental, refill, repair or recycled product and excludes home, food and restaurants.
[2] 21,286 Selfridges customers, October 2021

Selfridges Sustainability Milestones

2005: We said no to fur

2011: We launched Project Ocean

2014: We became the first department store to achieve The Carbon Trust Triple Standard

2014: Our Green Warriors started

2015: We went plastic-free with our iconic yellow carrier bags

2015: We said no to single-use plastic water bottles

2016: We launched our first cohort of Bright New Things

2017: We launched our product labelling scheme

2017: We converted to 100% renewable electricity in our stores and offices

2018: We removed all plastic carbonated drinks from our stores

2019: We signed the Fashion Pact

2019: We launched two pop-up resale platforms with Vestiare Collective and Depop

2019: We removed all single-use beauty wipes from our Beauty Halls

2020: We launched Project Earth

2020: We stopped selling any products containing exotic animal skins

2020: We launched our Reselfridges resale platform

2020: We launched our Diversity Board

2021: We launched our Selfridges Rental platform

2021: We stopped selling plastic-based cosmetic glitter and balloons

2021: We signed the Climate Pledge