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Selfridges for launching garden centers, sales tools, plants, elves – Headline 4 Ever

LONDON – Selfridges has uncovered a not-so-secret garden inside the Oxford Street store at a time when home-bound Brits are flocking to outdoor spaces and cultivating their spots of green, no matter how big or small.

The garden center sells tools, seeds, indoor and outdoor plants, pots, Selfridges’ own label compost and goblins in the store’s signature yellow.

The store said the center is a “playful response” to the pandemic-related boom in outdoor gratitude. It’s also part of Good Nature, Selfridges’ creative theme for 2021.

The store pointed to figures from the Horticultural Trades Association, which show that more than 3 million people began gardening in 2020 as a result of more time spent at home since its first shutdown last year.

In addition to plants, seeds and gardening, the garden center also sells a cure of fashion, lifestyle and beauty products, an exclusive collection from Prada and tailor-made Selfridges brands. The latter have names like “Herb Your Enthusiasm” and “Horti-Couture” that appeal to both gardening and fashion enthusiasts.

Today, June 21, Selfridges launches its Garden Center, a playful response to a boom in outdoor gratitude, as part of Good Nature, Selfridge's creative creative theme for 2021. Figures from the Horticultural Trades Association show that over 3 million people started gardening in 2020 as a result of more time at home since the first lock.  Selfridge's Garden Center sells gardening tools, seeds, indoor and outdoor plants, pots, Selfridge's own label compost, its own label yellow gnome.  It also sells a cure for fashion, lifestyle and beauty products as well as an exclusive collection from Prada and a tailor-made Selfridges own merchandise with puns such as Herb Your Enthusiasm and Horti-Couture for both gardening and fashion enthusiasts.  Selfridges Garden Center was launched this morning by horticultural consultant and resident gardener Angela Maynard, who has advised Selfridges in the development of the concept, and botanical artist Carly Rogers, who created a new piece to adorn the front of the garden center to celebrate the beauty of Within the Garden Center, The Potting Shed will be a destination for events and counseling with a resident gardener (plus a virtual Òdial-a-gardenerÓ service) and a program of workshops, experiences and events that will explore the pleasure and positivity that gardening brings, while promoting practical skills and sustainable practices.  Although Selfridges London has the largest offer, each Selfridges store in Birmingham and Manchester will have their own Green House concept, and customers are able to shop the range and find gardening information and advice via Selfridges.com.  Selfridges has also cleared up Oxford Street with a wax bag installation in front of the store's historic canopy entrance.  Photographer: Jason Alden + 44 (0) 7810631642mail@jasonalden.comwww.jasonalden.com

A look at Selfridges’ new garden center.
Image courtesy of Jason Alden

The center was launched by horticultural consultant Angela Maynard, who advised Selfridges in the development of the concept, and by botanical artist Carly Rogers, who created a new work highlighting “the beauty of the overgrown garden.”

There is a Potting Shed that serves as a venue for events and counseling, with a resident gardener and a virtual “dial-a-gardener” service.

Selfridges has also planned a program of workshops, experiences and events that were set to begin Friday. They aim to explore “the joy and positivity that gardening brings” and promote practical skills and sustainable methods.

Selfridges London has the biggest offer, while the units in Birmingham and Manchester get a Green House concept. Customers will be able to shop the range and find gardening information and advice via selfridges.com.

The retailer also has “greened up” Oxford Street with a bag installation in front of the store’s canopy entrance.

The store has named its yellow port name Gary, and he has a collection of caps, totes and T-shirts. Gary, dressed in the new season Versace, Bottega Veneta and Jacquemus, is also involved in a campaign from the Berlin-based creative studio Sucuk + Bratwurst.

A very limited range of Gary goblins will be available for purchase, Selfridges said.

“A garden center is atmospheric but familiar and has provided rich inspiration to our teams, literally and creatively,” said Hannridge Emslie, creative director of Selfridge.

“We know that our customers are more interested in gardening and greener than they have ever been – and therefore we play with the idea of ​​bringing the essentials from a typical garden center to our stores as we continue to explore joy in nature this year. . “

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