Selfridges has opened garden centers in its London, Manchester and Birmingham branches to capitalize on the horticultural boom accelerated during the pandemic.
The retailer said the new centers feature its own branded compost and exclusive Prada themed apparel collection, and are part of an annual creative theme called Good Nature.
Selfridges said it launched the new range after the number of gardeners increased by 3 million last year, nearly half of whom were under 45 when the nation turned to homework during the pandemic.
The garden centers also have a “flower shed” where customers can talk to experts from June 25th to July 11th and take part in workshops and events. A dial-a-gardener problem solving service is another feature of the introduction.
Gary the Gnome at the opening of Selfridges Garden Center in London. Photo: Chris Jackson / Getty Images
“A garden center is atmospheric but familiar and has literally and creatively been a source of inspiration for our teams,” said Hannah Emslie, Creative Director of Selfridges. “We know that our customers are more interested in gardening and greening than ever. And so we play with the idea by bringing the essentials of a typical garden center into our branches. “
A range of their own branded gardening items are sold in-store and online and Gary the Gnome, a limited edition mascot, is featured on a collection of hats, bags and t-shirts with slogans like “Herb your enthusiast” and “Horti -Couture” .
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There is also a 16-part series called Shakedown Garden, inspired by the Grateful Dead album Shakedown Street, which adds a botanical touch to the band’s “batik, skulls, bears and roses aesthetic.”
“We will be selling plants, compost and garden gnomes alongside special and unexpected Selfridges products with a sense of fun and imagination as we continue to explore the joy of nature this year,” said Selfridges.
Last month, Selfridges got a license to hold weddings in his flagship department store in London.
