Selfridges has launched backyard centres at its shops in London, Manchester and Birmingham shops, capitalising on the gardening growth that accelerated during the pandemic.
The retailer mentioned the brand new centres characteristic its own-label compost and an unique themed clothes vary from Prada, and kind a part of a artistic theme for the year referred to as Good Nature.
Selfridges mentioned it was launching the brand new vary after the variety of gardeners rose by 3 million final year, with almost half of them aged underneath 45, as the nation turned to residence pursuits during the pandemic.
The backyard centres additionally embrace a “potting shed” the place clients can speak to specialists and participate in workshops and occasions that can run between 25 June and 11 July. A dial-a-gardener problem-shooting session service is one other characteristic of the launch.
“A garden centre is evocative but familiar, and has provided rich inspiration for our teams, literally and creatively,” mentioned Hannah Emslie, the artistic director of Selfridges. “We know our customers are more interested in gardening and greening than they ever have been. And so we are playing with the idea by bringing the essentials of a typical garden centre to our stores.”
A variety of own-brand gardening merchandise is offered in-store and on-line and Gary the gnome, a limited-edition mascot, options on a group of caps, totes and T-shirts that includes slogans such as “Herb your enthusiasm” and “Horti-couture”.
There can be a 16-piece vary referred to as Shakedown Garden, impressed by the Grateful Dead’s album Shakedown Street, giving the band’s “aesthetic of tie-dye, skulls, bears and roses a botanical spin”.
“We will be retailing plants, compost and garden gnomes alongside special and unexpected Selfridges products with a sense of fun and imagination as we continue to explore pleasure in nature this year,” Selfridges mentioned.
Last month, Selfridges obtained a licence to allow it to carry weddings at its flagship London division retailer.