Selfridges has launched backyard centres at its shops in London, Manchester and Birmingham shops, capitalising on the gardening growth that accelerated through the pandemic.
The retailer mentioned the brand new centres function its own-label compost and an unique themed clothes vary from Prada, and kind a part of a artistic theme for the yr referred to as Good Nature.
Selfridges mentioned it was launching the brand new vary after the variety of gardeners rose by 3 million final yr, with practically half of them aged below 45, because the nation turned to dwelling pursuits through the pandemic.
The backyard centres additionally embody a “potting shed” the place prospects can speak to consultants and participate in workshops and occasions that may run between 25 June and 11 July. A dial-a-gardener problem-shooting session service is one other function of the launch.
“A backyard centre is evocative however acquainted, and has offered wealthy inspiration for our groups, actually and creatively,” mentioned Hannah Emslie, the artistic director of Selfridges. “We all know our prospects are extra involved in gardening and greening than they ever have been. And so we’re taking part in with the thought by bringing the necessities of a typical backyard centre to our shops.”
A variety of own-brand gardening merchandise is bought in-store and on-line and Gary the gnome, a limited-edition mascot, options on a group of caps, totes and T-shirts that includes slogans resembling “Herb your enthusiasm” and “Horti-couture”.
There may be additionally a 16-piece vary referred to as Shakedown Backyard, impressed by the Grateful Lifeless’s album Shakedown Road, giving the band’s “aesthetic of tie-dye, skulls, bears and roses a botanical spin”.
“We shall be retailing vegetation, compost and backyard gnomes alongside particular and surprising Selfridges merchandise with a way of enjoyable and creativeness as we proceed to discover pleasure in nature this yr,” Selfridges mentioned.
Final month, Selfridges obtained a licence to enable it to hold weddings at its flagship London department store.