The Oxford Street icon is levelling up with a luxe new members-only space.
Selfridges is no stranger to reinvention. Known for its avant-garde window displays, high fashion credentials, and innovative retail experiences, the Oxford Street department store is once again setting the standard. A private members' club called 40 Duke is set to open next spring on the fourth floor of its flagship London store.
Named after its Duke Street address, 40 Duke will span over 600 square metres, offering a lavish sanctuary for Selfridges' most valued clientele. The space will feature a cocktail bar, a private dining room that can accommodate up to 80 guests, and a stylish rooftop-inspired terrace seating an additional 64 guests. Designed for year-round use, the terrace will come equipped with a retractable canopy, ensuring London's temperamental weather won't dampen long lunches or late-night cocktails.
Entry will be by invitation only, aimed primarily at Selfridges' VIP customer base. Members will be able to access the club either from within the store or via a discreet street-level entrance on Duke Street, maintaining a suitably exclusive atmosphere.
This bold move arrives at a strategic time. Following Brexit and the removal of VAT-free shopping, Selfridges is seeking to create deeper, more curated experiences that foster loyalty and cater to high-net-worth individuals, both locals and visitors.
While the venue won't allow music on the terrace due to neighbourhood objections, that's unlikely to deter London's elite from securing their place at one of the city's most hyped openings. The club will operate from 8am to 12:30am, Sunday through Thursday, and until 1:30am on Fridays and Saturdays, offering ample time to browse the rails before retreating upstairs for a glass of something sparkling.
With planning permission granted by Westminster Council, renovations are now underway. An exact opening date for Selfridges' new members' club has not yet been revealed.
GO: Visit www.selfridges.com for more information.