Selfridges The Body Studio
London, United Kingdom
gender Women
Main offer Women Lingerie / Bras, D+, Petite, Panties Only, Nightwear, Loungewear, Daywear, Shapewear, Hosiery, Swimwear, Plus size, Sport
secondary Bridal, Erotic, Maternity, Post-Surgery
established 1909
sale area 3.440 m²/37,000 sq. ft.
Number of locations 4
BRAND OFFERING CATEGORY Multibrand
price offering Mid-Range, Premium, Luxury
store mood Contemporary / Design, Elegant
website www.selfridges.com
boutique description
There’s a new department in town and it’s unlike anything we’ve seen before. Housed in Selfridges’ iconic Oxford Street flagship, the new Body Studio is set to revolutionize the way we shop for bodywear.
Even bigger than the famous Shoe Galleries, a must-visit shopping destination ever since their launch in 2010, the newly inaugurated Body Studio is the largest floor ever opened by the iconic retailer in its 107 years as a London institution. Beyond the traditional product mix, the space provides a vision based on an innovative, holistic approach – whereby reconciling women with their sometimes conflicted body image and giving them the tools to achieve a balanced lifestyle matters more than merely making a sale. Those keen to indulge their shopping needs however will be spoiled for choice with over 150 brands and an impressive 30,000 styles across lingerie, shapewear, loungewear, nightwear and swimwear as well as sportswear and activewear, two key categories that tap right into the ever popular fitness and wellness trends - as the athleticwear segment is expected to grow by another 30% over the next four years.
From a design perspective, the key was to give each section a strong identity while keeping the color palette consistent across the entire floor, which Shanghai-based architects Neri + Hu were tasked to conceive. Some of the highlights include the innovative knicker bar, where customers can play a fun game of mixing and matching their underwear, as well as the Fit Studio, which sets a new standard in terms of customer service. For the first time within a department store, an exclusive personal shopping service will be dedicated to lingerie with a team of Fit Experts trained to help customers nagivate the sometimes complex sizing systems and find the perfect fit; to enhance that special experience, the space was outfitted with 20 spacious, custom-lit changing rooms as well as 8 private fitting rooms. Complementing the offer are the ultra-chic Daniel Galvin salon as well as the Hemsley + Hemsley café and its dedicated seasonal menu – providing the perfect tools to promote beauty inside and out.
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