Internationally famous department store Selfridges has finally embraced the internet and launched its first online store. The company, which celebrated its centenary last year, has run a website for many years, but it wasn’t until this week that shoppers could make purchases online. It sells the best of the stores womenswear and accessories, as well as beauty products, homeware, gifts, food, flowers and menswear collections – all just a click away.

The online store boasts a number of products that are exclusive to Selfridges, including a ruffled blouse and studded waistcoat by Givenchy (which is on my wish list),  dresses by Jean Pierre Braganza and Markus Lupfer jumpers to name a few.

Despite the success of high profile online retailers like Net-a-Porter or even contemporaries Harvey Nichols and Harrods, Selfridges was the last to enter the online market (slow coach lol). Many high street retailers have been slow to embrace the internet and according to the Office for National Statistics just 3.9 per cent of retail sales took place online last year.

Selfridges online offer a relatively modest range; they stock just 10,000 items compared with their 100,000 plus stock in store (I guess it will take time to upload all products online).

The company has just four department stores: one in London, one in Birmingham and two in Manchester, but it promises that it will – for a price – deliver to anywhere in Britain. (Why does Manchester get two, I thought London was the capital)

Using couriers, it will charge between £4.95 for standard delivery and £15 for same day delivery within London.

Amy Shields, news editor at the fashion industry magazine Drapers, said: “They were very slow to market, but it’s difficult to get a fashion website right. If you are selling designer clothes people usually want to see and feel them, but I think Selfridges has done a good job. The website captures some of the fun and theatre that the Selfridges stores have.”

Although they’re stocking a relatively small number of items online, they do give you a taste of their full range with the cheapest item being a £4.95 giant Hershey chocolate bar and the most expensive a £7,560 silver bracelet by designer Vincente Gracia – featuring fairy tale animals heads in gold, silver and copper

Source: Sunday Telegraph

Personally, I am so grateful for the website since I am a frantic and impulse internet shopper. The Selfridges website not only retails their products online, but they will also have a What’s On section, where I can find out all the latest goings on at my local Selfridges shop, video and upcoming in-store events.

For frantic fashion followers and those alike there’s also a Selfridges blog with fashion-related info on upcoming special guest appearances (I’ll never miss a celeb or a signing again). What I love the most is the virtual walk-in wardrobe called the Wish Room where you can mix and match items to create your dream head-to-toe looks (my very own soon to be virtual wardrobe).  I can get inspired looks from the Selfridges street style gallery which are snaps of the stores most stylish visitors. (Hopefully I should be featured some time soon lol)

For more information or to view the website, click here



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  1. 29th March 2010 / 10:39 PM

    They took their time, rather late if you ask me, dunno if the saying “rather late than never” applies here! I think they have actually locked on to the fact that everything is heading deeper and deeper into a digital fashion capital!

  2. Anonymous
    1st April 2010 / 10:30 PM

    “better late than ever”.

  3. 2nd April 2010 / 12:24 PM

    I remember when I was working at Selfridges briefly last year. News went round about the website launching in February 2010. So to see its finally out is good. But yet I agree with Dami…It’s a little late. As most department stores have this function anyway…It’s nothing new really. From Day 1. Selfridges should of enforced this.
    But hey I look forward to my online shopping experience.

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