Selfridges to offer “joyful experience” as part of reopening plans

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Selfridges reopening covid-19
The luxury department store chain operates 4 shops in the UK
// Selfridges to offer customers personal after-hours shopping trips, online beauty appointments and entertainment when it reopens
// Services such as beauty makeovers, hairdressing will not reopen, or its cafes and cinema because of Covid-19 pandemic

Selfridges has reportedly said it will offer its customers a “joyful experience” upon reopening stores in the UK, in line with government guidance.

The luxury department store chain, which operates four shops in the UK, including its London flagship on Oxford Street, will not be able to reopen services such as beauty makeovers, hairdressing or its cafes and cinema because of Covid-19 restrictions.

However, it said it will offer personal after-hours shopping trips, online beauty appointments and entertainment for those queuing outside, when it reopens on June 15, The Guardian reported.


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Selfridges is hoping a mix of virtual experiences and live entertainments – such as DJs – will mean shoppers feel no less pampered.

Selfridges stores director Meave Wall said the retailer will be bringing a “joyful experience for customers who come to the stores”.

Meanwhile, online sales have doubled since its stores closed when the UK went into lockdown.

Lipstick and lingerie as well as loungewear and kitchen accessories, have proved particularly popular.

Food orders have also surged after the retailer promoted its food hall delivery service.

In early May, Selfridges reopened its food hall to customers.

The full reopening of the department stores – as non-essential retailers are allowed to welcome customers once again from Monday – will be heralded by window displays going up this week under the theme of “thank you”.

“We have given creativity over to our team across the stores and some of the input has been extraordinary,” Wall said.

From June 15, customers will be able to book personal shopping appointments for fashion or beauty – held either via video calls or after hours in the store where advisers will keep to the two-metre physical distancing rule.

Store opening hours will be slightly reduced from 11am to 7pm in London, and similar times elsewhere and appointments can be booked for an hour before opening and an hour after closing.

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