Selfridges opens Christmas Shop

Selfridges is the first department store in the world to launch its Christmas shop this year, revealing its Shine On! festive theme. Located on the fourth floor of Selfridges' flagship store in London, the space has been given a makeover with more than 50,000 Christmas decorations on display in its Summer Christmas Shop.

The shopfit was done by the store's in-house team and reflects the brand's Shine On! theme for 2016. The Christmas Shop will expand further later in the year to accommodate more than 70,000 additional Christmas decorations and accessories.

'Despite the summer weather, we're in full festive mode here at Selfridges. We’ve been working on this year's Christmas Shop since Christmas last year. We have so many customers visiting from all over the world and eager to snap up festive souvenirs on their summer holidays, which they can't buy at home. So, we have to make sure we're ready to showcase Christmas decorations they will truly treasure,' says Geraldine James, Selfridges Christmas home & decorations buyer.

'We also have a large number of domestic customers who love to Christmas shop very early in the year to ensure they can take their pick of the very best selection available, whilst all collections and product are available. We've been opening the doors to our Christmas Shop during the summer for years now and have become a real destination for those fans of Christmas and festive decorations within and outside the UK. Some of these customers return to us year after year, excited at the prospect of discovering the new collections.'

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