Selfridges is taking its customer experience to the next level with a new members’ club that combines personal shopping with cultural programming.
Selfridges has officially unveiled 40 Duke, its new members’ club in London, marking a significant expansion of the department store’s premium retail offering. Located on Duke Street, the 25,000 square foot destination has been designed as an experience-led space that combines luxury shopping, dining and culture under one roof.
Reserved primarily for top-tier members of the Selfridges Unlocked loyalty programme, 40 Duke reflects the growing appetite for more personalised and private retail experiences. The opening also increases Selfridges’ personal shopping and premium customer space by 80%, underlining the store’s investment in high-touch service and curated experiences.
At the heart of 40 Duke are 24 private suites and studios dedicated to personal shopping. These are supported by a team of 60 specialists across fashion, jewellery, beauty and lifestyle, allowing members to access tailored expertise in a more intimate setting away from the bustle of the main store. A private entrance on Duke Street adds to the appeal, offering a discreet arrival point that avoids the crowds of nearby Oxford Street.
Beyond shopping, 40 Duke has been conceived as a lifestyle destination in its own right. The space includes a club lounge, a restaurant with a 16-seat bar, the Club Corner private dining room for up to 14 guests, and the Terrace, a covered outdoor café. Food and drink are overseen by luxury caterer Cellar Society, while flexible areas for exhibitions, events and brand activations give the venue a broader cultural dimension.
Beauty also plays a central role, with Beauty Studios offering treatments and services within the club. Design-wise, 40 Duke has been created in collaboration with interior studio Nice Projects, bringing together art, furniture and collectable design pieces. Partnerships with brands including Cassina, Bang & Olufsen and Samsung add another layer to the overall experience, blending retail with contemporary design and technology.
The opening is closely tied to Selfridges Unlocked, the loyalty scheme introduced in 2023. While holders at the highest tier, known as Very Very Very Selfridges Person, or VVSP, receive full access to 40 Duke, other members may still gain entry through personal shopping appointments or bookings at the club’s dining and social spaces.
40 Duke opens on 1 May 2026, with personal shopping appointments and restaurant reservations now available.
Where: Selfridges, 40 Duke Street, London, W1U 1AT
Contact: www.selfridges.com