Selfridges will open a 37,000ft2 Body Studio dedicated to intimate apparel next year.
The Studio, set to be the department store’s biggest ever new development in terms of space, will stock lingerie, swimwear, hosiery, sleepwear, beachwear and hosiery, reports Drapers.
It will open on the third floor of Selfridges’ Oxford Street store in April 2016.
More than 100 brands, including Bordelle, Bluebella, Chantelle, Mimi Holliday and Panache will be on sale at the Studio, which will also feature a wellness cafe.
Australian brand Silent Assembly will launch into Selfridges for the first time when the Studio opens.
Dominic James, a spokesperson for the brand, told Lingerie Insight: “Despite lingerie department revamps becoming ever more upscale, the overall segmentation of lingerie, in department stores, has changed little in the past 40 years. Selfridges, with their more holistic approach over an area of 37,000ft2, will create a new atmosphere that confirms the importance of lingerie as both a beauty and wellness additive.”
Selfridges will be the first UK department store to stock Silent Assembly, a lingerie company that uses innovative polymer wire technology instead of standard steel underwires.
“As many stores choose own label as their panacea, this statement venture recognises that apart from ‘new ideas’ in design or technology it is the shopping experience consumers respond to, particularly in retail. Where the world’s leading department store is leading, surely others will follow, if on smaller spaces,” added Dominic.