Selfridges launches in-store garden centre for green-fingered shoppers
Selfridges has launched mini garden centres inside its London, Manchester and Birmingham stores, catering to the new generation of lockdown gardening enthusiasts.
As part of the department store's Good Nature initiative, each garden centre has everything you need to prep your green space for sunny days ahead, such as tools, mixed seeds, compost, indoor and outdoor plants and pots, and bright yellow garden gnomes.
To help you garden in style, there will also be an exclusive collection from Prada for shoppers to snap up, including stylish deck chairs, gardening gloves, sliders, water bottles, and practical coffee flasks. Meanwhile, Selfridges has also curated bespoke own-brand merchandise, offering customers totes and T-shirts with fun garden-related slogans.
Designed to be a social space, the garden centre will celebrate the rewards of gardening, especially the benefits of growing from seed. Within each mini centre, there is a Potting Shed for events and advice (including a resident gardener who can offers a 'dial-a-gardener' service), plus a programme of workshops, experiences and events.Jason Alden
While promoting practical skills and sustainable methods, Selfridges will also 'green up' London's Oxford Street with a grow bag installation in front of the store's historic canopy entrance.
'A garden centre is evocative but familiar, and has provided rich inspiration for our teams, literally and creatively,' says Hannah Emslie, Selfridges Creative Director.Jason AldenJason Alden
'We know our customers are more interested in gardening and greening than they have ever been – and so we are playing with the idea by bringing the essentials of a typical garden centre to our stores. We will be retailing plants, compost and garden gnomes alongside special and unexpected Selfridges products with a sense fun and imagination, as we continue to explore pleasure in nature this year.'Jason Alden
For more information about the Selfridges Garden Centre, head over to their website.
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