// Selfridges opens garden centres in its London, Manchester & Birmingham stores – as well as online
// Created in response to figures that showed that over 3m people started gardening due to the pandemic
// Along with gardening products, they also sell fashion, lifestyle and beauty products, including an exclusive collection from Prada
Selfridges has launched garden centres at its stores in London, Manchester and Birmingham in an attempt to capitalise on the pandemic-driven gardening boom.
The luxury department store said the new garden centres form part of a creative theme for the year called Good Nature, and are a response to recent Horticultural Trades Association figures that showed that over 3 million people started gardening in 2020 as a result of more time spent at home since the first lockdown.
The Selfridges Garden Centre sells gardening tools, seeds, indoor and outdoor plants, pots, Selfridges own label compost, its own label yellow gnome.
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It also sells a curation of fashion, lifestyle and beauty products, as well as an exclusive collection from Prada and a bespoke Selfridges own label merchandise.
Horticultural consultant Angela Maynard advised Selfridges in the development of the concept while botanical artist Carly Rogers created a new piece to grace the front of the garden centre.
Within the Garden Centre, The Potting Shed is a destination for events and advice, featuring a resident gardener and a virtual “dial-a-gardener” service, and a program of workshops and experiences promoting practical skills and sustainable gardening methods.
Although Selfridges London has the largest garden centre, every Selfridges store in Birmingham and Manchester will have their own Green House concept and customers can also shop the range and find gardening information and advice via Selfridges.com.
!A garden centre is evocative but familiar, and has provided rich inspiration for our teams, literally and creatively,” Selfridges creative director, Hannah Emslie said.
“We know our customers are more interested in gardening and greening than they have ever been – and so we are playing with the idea by bringing the essentials of a typical garden centre to our stores.
“We will be retailing plants, compost and garden gnomes alongside special and unexpected Selfridges products with a sense fun and imagination, as we continue to explore pleasure in nature this year.”