Selfridges braces itself for store wars with £20m investment in Bullring flagship
SELFRIDGES is to invest in a £20m upgrade of its flagship Bullring department store to ensure it can compete against the threat posed to trading by the opening of a new city centre store by rival John Lewis.
The iconic department store, launched in September 2003, has become one of the city’s centre’s modern landmarks and is one of the city’s largest employers with a staff of more than 800.
It is also home to well over 100,000 different product lines, spread across more than 700 brands.
It said the new investment would make the store “the ultimate shopping destination in the city”.
Redevelopment work, which has already begun, will see every floor receive a complete overhaul by the end of 2017.
Vicki Cain, general manager of Selfridges Birmingham, said: “We are proud to be synonymous with Birmingham’s continued transformation into a world-class city and intend to retain our reputation as the city’s shopping destination of choice. Our redevelopment masterplan will see floors redesigned to further elevate the quality of the shopping experience we offer.”
The retailer’s London store in Oxford Street is known the world over for its impressive and highly imaginative window schemes. As part of the plan for Birmingham, Selfridges will install curved glass window displays at the main entrances from the Bullring mall.
Mrs Cain said: “These windows will allow us to showcase our range in new and creative ways, visible from 360 degrees. We hope to bring the same magic that our London store has with its windows. In the spirit of our founder, Harry Gordon Selfridge, our mantra has been to always aim to surprise, amaze and amuse anyone who visits us.
“We have already begun this programme of transformation, which will be undertaken with the store remaining open throughout. It is an exciting time for the business and I relish the opportunity to help Selfridges prepare for its next decade in Birmingham.”
The new £100m John Lewis store will anchor the £600m redevelopment of New Street Station. It is set to create around 650 new jobs when it opens next year.
