Selfridges launches in-store garden centers

Selfridges has launched garden centers at its stores in London, Manchester, and Birmingham in an attempt to capitalise on the pandemic-driven gardening boom.

The luxury department store said the new garden centres form part of a creative theme for the year called Good Nature and are a response to recent Horticultural Trades Association figures that showed that over 3 million people started gardening in 2020 as a result of more time spent at home since the first lockdown.

Horticultural consultant Angela Maynard advised Selfridges in the development of the concept while botanical artist Carly Rogers created a new piece to grace the front of the garden centre.

Although Selfridges London has the largest garden center, every Selfridges store in Birmingham and Manchester will have its own Green House concept and customers can also shop the range and find gardening information and advice via

!A garden centre is evocative but familiar, and has provided rich inspiration for our teams, literally and creatively,” Selfridges creative director, Hannah Emslie said.

“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 of fun and imagination, as we continue to explore pleasure in nature this year.”

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