Selfridges will today open its highly-anticipated Body Studio dedicated to intimate apparel, fitness and well-being.
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 will put bodywear at the forefront of consumers’ minds. No longer will it be an add-on sales item purchased as an accessory to outwear; the Studio will firmly establish this fashion category as important first step in the shopping journey.
Explaining the thought process behind opening the Body Studio, buying manager Heather Gramston told Lingerie Insight: “Through customer insight and research we knew our customers would respond positively to a one-stop-shop where they can find perfectly fitting bodywear within one space.
“More and more we are seeing a crossover between bodywear and fashion – women are shopping the categories in a different way and we want to make the journey a seamless and engaging one in store, offering real choice and allowing women to shop smartly across all bodywear categories.”
Inspired by the body, the new department will also integrate areas of wellbeing, from healthy eating and exercise to beauty.
Jasmine and Melissa Hemsley, the next generation of kitchen goddesses who use whole, organic, nutrient-filled ingredients to create healthy recipes, will open their first ever day-to-night café at the Studio.
Consumers will also discover the future of fitness in Selfridges workout space, launched in partnership with PSYCLE and YUNG CLUB. PSYCLE provides a euphoric, high-intensity bike workout, while YUNG CLUB offers unique, multi-sensory yoga.
And there’ll be a brand-new hair and beauty destination, courtesy of renowned hair stylist Daniel Galvin. This will offer 28 stations, two beauty rooms, a VIP room and refreshments lifted from the Hemsley + Hemsley café.
“We were excited by the opportunities yielded by the wellness movement and the way a positive attitude to the health and well-being of our bodies is being integrated into our customers’ lifestyles and shopping habits,” said Gramston.
“The Body Studio is a place to feel good in – so we’ve really thought about the experience our customer will have there,” she added.
More than 120 lingerie, swimwear, nightwear and hosiery brands will be 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 will offer free and professional fittings. This will be an important addition to the wellness theme, ensuring that all customers are supported with the correct-fitting bra.
The Body Studio will launch with a creative campaign called everyBody, celebrating the strength and body through environment, product and experience.
“Each of our windows is inspired by the Body Studio,” said Gramston.
“We have worked with brands to produce exclusive body-related products across every category, we are inviting our customers to take part in a series of talks and discussions about body image and wellness and we even have a gym space on our lower ground floor – activated by spin experts Pscyle and new yoga concept from Yung Club.”