Selfridges has become the first department store in the world to launch a Christmas range for 2017, having its opened its Christmas shop this morning in London.
The iconic department store today opened its shop 147 days before Christmas day, while revealing its Christmas theme for this year entitled “With Love From”.
This marks phase one of its Christmas shop, which will showcase a curated range of London inspired Christmas products.
Alongside this, a capsule range of Christmas food will also be available from August 4, which historically has not been available until late October.
Phase two will launch in September 4, where the full-scale 130,000 product offering will be launched.
“We’ve been opening the doors to our Christmas Shop during the summer for years now and have become a real destination for fans of Christmas and festive decorations within and outside the UK,” Selfridges Christmas and home buyer Eleanor Gregory said.
“Some customers return to us year after year, excited at the prospect of discovering the new ranges and adding to their collections.
“They include a large number of domestic customers who love to Christmas shop very early in the year to get it wrapped and taken off their to-do list.
“They also tell us that they like to be able to take their pick of the very best selection available, whilst the range we offer is at its most comprehensive.”