LONDON, June 6, 2013 /CNW/ - The Denim Studio, which officially opens
today, Thursday June 6, in Selfridges on Oxford Street, is the first
and the largest space of its kind in the world at over 26,000sqft.
Bigger than two Olympic swimming pools, or over half the size of a
football pitch, the space has been conceived to address the specific
needs of women looking for the perfect denim fit. Its launch also
proves that the denim market - which went into decline in the late
1990's and well-into 2000's, is set to bounce back for good. Even the
appetite for niche designer denim, with pairs of jeans averaging £220
each, is proving insatiable.
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The healthy increase in sales in the denim category at Selfridges over
the past four years, of more than 50%, prompted the store to launch an
expansion plan two years ago, which led to the opening of the Denim
Studio today - an investment well in excess of £6M. It is now five
times bigger than the previous denim department, with double the number
of brands. Selfridges forecasts that it will now be selling at nearly
two pairs of jeans every minute during its daily trading hours.
With over 11,000 pairs of jeans available, the Denim Studio offers the
largest selection of denim styles under one roof with services created
specifically to make the search for the perfect jeans the easiest and
most pleasurable experience ever. The Denim Studio will be the only
place in the world to choose jeans from as little as £11 and as much as
£11,000, as well as casual and sportswear collections to best
compliment a denim look. Every brand housed in the Denim Studio has
been asked by Selfridges to create world exclusive pieces to celebrate
the opening of this pioneering new retail environment.
As well as the extraordinary product selection to include J Brand,
Hudson Jeans, Stella McCartney and Victoria Beckham Denim, the denim
stalwarts such as Lee and Levi's and emerging labels such as 3x1, Black
Denim and Kill City, the Denim Studio will introduce the most dynamic
specialist denim services ever. From a denim self-service checkout for
customers in a hurry, to the Fit Studio, which consists of 18 'total
vision' fitting rooms and the first denim dedicated Personal Shopping
suite with stylists on hand for expert advice, the services extend also
to a Denim Tailor, offering alterations done within a guaranteed
The Denim Studio also has an advanced digital service called the Jeanius
Bar, where customers are able to consult relevant style information,
expert advice and thousands of visuals available from a giant
touch-screen electronic tablet. The Jeanius Bar doubles up as a social
space where women are encouraged to share, interact and enjoy the
shopping experience with other women, within and outside the store.
The Denim Studio is above all a testimony of the absolute resilience and
timelessness of what is widely considered the most iconic and
democratic style in the history of fashion.
Note to the editor:
Selfridges is the current holder of the title of best department store
in the world, which was awarded to the store twice consecutively by the
largest and most respected association of department stores worldwide
(IGDS - Intercontinental Group of Department Stores). The second award
was given to Selfridges at the Global Summit held in Paris in June
2012. The title is valid for 2 years each term.
For further information:
Media Contacts: Bruno Barba, Senior Brand PR Manager, Tel: +44(0)2073183204, Email: Bruno.Barba@selfridges.co.uk; Jillian Macpherson, Tel: +44(0)20-7318-3987, Jillian.Macpherson@selfridges.co.uk