Perrie Reynolds may be the most in-demand lingerie buyers in the industry, not least because she was one of the creative brains behind the world-renowned Body Studio, which opened at Selfridges’ Oxford Street flagship in April 2016.
Three years in the making, the 37,000ft2 Body Studio is part of a major investment and renovation project for Selfridges’ Oxford Street flagship, set to complete in 2018.
It transforms Selfridges’ former head office space into retail – revealing an unseen part of the store to customers for the first time.
This unique shopping destination puts bodywear at the forefront of consumers’ minds. No longer is it an add-on sales item purchased as an accessory to outwear; the Studio firmly establishes this fashion category as important first step in the shopping journey.
More than 120 lingerie, swimwear, nightwear and hosiery brands are stocked at the Body Studio. These include new, independent labels such as Hamilton & Hare, which will be stocked at Selfridges for the first time, to established brands like Fantasie and Amoena.
This multi-faceted product offering stands to benefit from the department’s Fit Studio, which offers free and professional fittings. This is an important addition to the wellness theme, ensuring that all customers are supported with the correct-fitting bra.
On October 31, Selfridges said operating profits for the financial year ending January 31 declined 1.9% to £152mn. However, the department store reported a 5% rise in sales to £1.4bn.
It has attributed the fall in profits to a £300mn investment into its London flagship and omnichannel capabilities, stating that the project is already two years in progress and has taken an “unprecedented level of investment.”
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