Selfridges, the renowned luxury department store, is tapping into the growing trend of gardening by introducing its own garden centres. However, these aren’t your average garden centres – Selfridges is infusing them with a fashion twist, staying true to its distinctive style. In addition to traditional gardening items such as compost, plants, and garden gnomes, the Selfridges Garden centres also feature exclusive clothing collections from luxury brands like Prada, as well as a range inspired by the rock band The Grateful Dead.
This move to enter the world of gardening is part of Selfridges’ 2021 theme called Good Nature, which celebrates the beauty of nature. As part of this initiative, the chain has set up a ‘potting shed’ space where gardening experts are available to provide advice and assistance. Furthermore, a series of workshops and events will take place from June 25 to July 11, allowing customers to engage further with gardening and nature.
The decision to venture into gardening is a response to the rapid growth of the horticulture industry, which experienced a surge in popularity during the pandemic. In 2020 alone, there was a notable increase of 3 million people taking up gardening, with a significant portion of them under the age of 45. Recognizing the potential for expansion in this sector, fashion-to-lifestyle retailer Joules recently acquired The Garden Trading Company Limited, an online retailer specializing in home and garden products.
Selfridges’ entry into the gardening market highlights the broad appeal of this activity across various price segments. It also reflects a shift towards catering to the domestic shopper rather than solely relying on international tourists. Hannah Emslie, the creative director of Selfridges, reveals that the idea for the garden centres stemmed from the abundant inspiration that can be found within a garden centre. She acknowledges that customers are more interested in gardening and greening than ever before, and Selfridges is eager to embrace this trend by incorporating the essentials of a typical garden centre into its stores.
With its unique amalgamation of fashion and gardening, Selfridges is poised to attract a new wave of customers who desire to express their personal style even in their gardens. The fashion twist adds an element of enjoyment and creativity, transforming the garden centres into a truly distinctive and thrilling shopping experience. Whether individuals possess a green thumb or are passionate fashion enthusiasts seeking something different, Selfridges’ garden centres offer a delightful fusion of nature and style.
Useful links:
Selfridges Home and Garden Products
Joules Home and Garden Products
