Following the opening of Selfridges’ Body Studio on Oxford Stree earier this month, brands and consultants consider how the new 37,000ft2 space will change the face of lingerie retail.

Lucy Litwack, managing director of Coco de Mer

“We are very excited to be launching wholesale for the first time with Selfridges’ new Body Studio. Selfridges has always been at the cutting edge of department store design and I am sure the Body Studio will be no different. It will be refreshing to see lingerie taking centre stage in a department store for a change. The plans for this new Body Studio are incredible – and the idea to integrate areas of wellbeing, from healthy living to beauty, within a lingerie department is perfect. A one-stop shop for you and your body! This will be a very positive addition to the industry and will, I am sure, once again prove Selfridges’ ability to be at the forefront of growth and change. We think of Selfridges as a fellow pioneer in the industry – looking to innovate and lead the way in our chosen fields. I imagine the Body Studio will force other stores to focus on their lingerie offering and ensure that intimate apparel garners the same amount of energy and effort as fashion and beauty. And that’s great news for everyone.”

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Dominic James, founder of management consultancy Shape Tomorrow

“What can we expect from Selfridges Body Studio? An innovative vision turned into large scale reality. A new concept experience where lingerie is a key component in an area that will raise the influence of lingerie with the consumer. Finally, after a lull from the limelight, this show of retail confidence confirms the renewed status for lingerie with the millennial generation. Focused on customer experience, it will firmly establish lingerie as the important first step, after healthy living, for clients ‘wellbeing’ led fashion journey. This move should encourage retailers of all sizes to consider innovation in design and technology across product, floor space and online as part of their retail armoury. It is key to invigorating sales teams and ensuring a far more rewarding experience for their clients. Customers expect and want more! The entertainment of innovation to customers and staff alike can be infectious and profitable! The art of the “merchant” remains, whatever the changes to the tools. My client Silent Assembly with its Curvessence “replacing underwires” technology is delighted to have been chosen for the launch of the Body Studio.”

Ann-Marie Manley, Head of Marketing at Wacoal

“Wacoal is really excited to be working with Selfridges on the launch of the Body Studio. Women are going to really enjoy the unique lingerie buying experience the Body Studio gives them in such an artistic and creative setting. The Body Studio will be an environment they’ll feel good in no matter their shape, size or taste. It’s great to see that Selfridges have really invested in the importance of bra fitting, something so key to Wacoal and the brands in our portfolio. We’ve been working with them really closely in the run up to the launch and we hope that all Selfridges customers will leave the Body Studio feeling totally supported.”

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