Today, Selfridges reopens its four stores in London, Manchester and Birmingham. Packed with energy and excitement, each store is set to share the most exciting, unique-to-Selfridges experiences and curated products with its customers

While its doors have been closed, Selfridges has been busy dreaming up new ways to invite its customers to reconnect with the pleasure of the unique shopping experience its stores offer. Selfridges is more than a shop – it’s a place to socialise, be inspired and to discover joyful experiences as well as being a destination for thoughtful services and expertly curated products.

Selfridges launches SoulCycle Outside Studio on Edwards Mews as the London store reopens today along with its Birmingham and Manchester stores. 

Today, Selfridges launches its partnership with SoulCycle to open its first Outside Studio in the UK on Edwards Mews, behind the Oxford Street store, offering fitness enthusiasts the chance to get outside, socialise and ride in a safe environment. Selfridges London will also see the launch of an exclusive Experience Concierge; a new gifting service offering specially curated experience packages; from floristry workshops to indulgent pampering sessions, out of hours children’s parties in the Toy department and private screenings at The Cinema at Selfridges (set to reopen soon).


Rooftop restaurant alto by San Carlo at Selfridges London also reopens for walk-in dining today, with customers able to enjoy food, cocktails and coffee in the open-air Italian garden setting. In Selfridges Manchester and Birmingham, Cow Vintage launches with the best curated pre-loved fashion. Across all its stores, Selfridges will celebrate local DJ talent from London, Manchester and Birmingham with live sets instore throughout the day, along with the opportunity to make song requests via text while you shop.

As its stores reopen, and with a renewed sense of optimism for the year ahead, Selfridges looks to brighten the world with its positive ideas through its new creative theme: Good Nature. From exploring the healing powers of nature and escapism via a new podcast series, to finding new and earth-conscious ways to shop, through to outdoor spinning classes – Selfridges is looking on the bright side.

Andrew Keith, Selfridges’ Managing Director, said of the reopening:   “We have been connecting with and listening to our customers and we understand what they havebeen missing – experiences and inspiration. Whether it’s a new outfit to wear for that first dinner with friends this year, the shared experience of group exercise or simply coming into store to be inspired by Good Nature in person – people are daring to dream again. It’s our job to make the world brighter through everything our stores and our digital channels have to offer.”


  1. Discover Good Nature 

Just ahead of the reopening, Selfridges launched its theme for 2021: Good Nature.

Good Nature is a celebration of pleasure in nature, conceived with optimism for a future of restoration and growth, offering visitors physical and digital experiences responding to the natural world. Throughout the year, Selfridges will consider the intersection of nature and culture, through product, destinations and experiences, to be enjoyed within our stores and outside of them. From greenhouses to garden gnomes, green spaces in unexpected places, pre-loved outdoor kit to earth-friendly-only materials, a Selfridges-curated garden centre or picnic baskets for every (outdoor) occasion, all to look forward to.

  1. Pangaia at The Corner Shop 

For the first time, cult earth-conscious label Pangaia will launch a physical space exclusively at the Corner Shop in Selfridges London, where the stories behind its future-facing tech can be explored. Meanwhile, the brand will be popping up for the first time outside of London in our Manchester and Birmingham stores.

  1. SoulCycle Outdoors at Selfridges London 

Partnering with the masters of mood-boosting spin classes, SoulCycle, Selfridges London will see the launch of a special outdoor studio, behind the store, on Edward Mews. Euphoric tracks will be available through headphones as motivation to get fit and get those feel-good endorphins flowing.

  1. In store entertainment  

All four Selfridges stores will celebrate DJs from London, Manchester and Birmingham, bringing joy to customers with a range of live in-store sets. In all of our stores, customers will also have a chance to submit song requests for a chance to have Selfridges DJs play their favourite tune.

  1. Experience Concierge 

A new Experience Concierge at Selfridges London allows customers to treat someone special (or themselves!) to Selfridges most extraordinary experiences, with specially curated packages. Bookable experience packages include everything from brilliant beauty packages to a night to remember with delicious dining and movies at one of Selfridges’ in-store restaurants and at its own cinema, The Cinema at Selfridges (reopening soon).

  1. Rooftop dining 

The Italian rooftop restaurant at Selfridges London, alto by San Carlo, will reopen for walk-in dining. One of the best spots for al fresco dining in London, the restaurant will operate with an open top roof and sides so customers can dine under the sun or stars come rain or shine. Our Foodhalls and select restaurants are offering delicious take away options too.

  1. Rent, resell and repair  

Through Project Earth, Selfridges is offering new ways to shop that are not just more earth-conscious, they’re a whole new way to explore, inspire and experiment. Whether renting an outfit for a special occasion, repairing well-loved accessories or finding a unique pre-loved fashion treasure to love forever, Selfridges has it all. New to Resellfridges is an edit of pre-loved and upcycled outdoors wear at Selfridges London, as well as launches from gurus of retro style, Cow Vintage, at Selfridges Birmingham and Trafford.

  1. Exclusive Launches  

From the launch of Will Smith’s label BelAir Athletics and Christophe Kane’s More Joy designs across all stores, to JW Anderson’s new space celebrating earth-conscious craftsmanship and the exclusive Birkenstock x Central St Martins collaboration, both landing at Selfridges London – Selfridges is launching a whole host of exciting new collections curated with customers in mind. Reopening sees the launch of an exciting edit of new destinations across our stores in London Attico, Bottega Veneta, and Good American unveil brand new shop fits, while Givenchy opens a new space under the creative direction of Matthew Williams. In the accessories hall we will be launching the first in a series of projects with Untapped Creatives, a company bringing together young black owned businesses.

  1. Hair & beauty appointments 

From manicures to blow dries, hair colouring to complexion-boosting facials – much-missed hair and beauty services are back at Selfridges stores and ready to book. All appointments will be carried out in line with the latest government guidance, with extra health and wellbeing measures in place across all stores

  1. Styling experts 

After months of loungewear, Selfridges’ team of team of stylists and personal shoppers are available to inspire customers with personalised advice on all the latest collections, and even gift advice on what to treat loved ones to at long-awaited reunions.