Pure Jeanius: Selfridges opens denim department

The 26,000-square feet Denim Studio space opened earlier this month, and features a lo-hi fashion offer selling 60 denim brands, including high street retailer Primark, Levi’s and designer ranges such as Helmut Lang and Victoria Beckham. There is a self-service checkout area for Primark products and J Brand has opened its first global retail concept here. Selfridges has introduced a Denim by the Kilo counter in collaboration with The East End Thrift Store.

‘Service is key in our new Denim Studio,’ says buying and merchandising director Sebastian Manes. ‘We have a range of denim experts and tailors on stand-by so that customers can instantly find what they’re looking for,’ he says. Inspiration can be found in the newly installed Jeanius bar – an interactive table that displays the entire range of denim on offer including look books and fit guides. 

Selfridges prides itself on being a shopping destination for retail theatre. With the launch of this new phy-gital department, the store is using technology for entertainment and commerce. For more, watch our Inform interview with creative director Alannah Weston.