Selfridges opens Christmas Shop in July

With 147 days still to go until Christmas Day, Selfridges on Oxford Street has opened its Christmas Shop today (Monday 31 July 2017). The retailer is the first department store in the world to launch its Christmas Shop this year. From Friday 4 August, Selfridges will also start selling a capsule selection of festive food for the first time in its history.

The retailer has also unveiled its theme for this year – 'With Love From...' In uncertain times and in the wake of recent events, With Love From… is Selfridges’ tribute to, and celebration of, the resilience, strength and cultural legacy of the three cities the store calls home – namely London, Manchester and Birmingham which all continue to be endlessly inspiring. The theme also expresses, in its simplest form, the most profound reason to gift but also to remain resolutely hopeful: love.

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The London Christmas Shop is opening in two phases – part one today, with phase two set to launch on 4 September with the complete, full-scale product offer. For the first time, the first phase launch showcases a carefully curated selection of products dedicated to London. The selection is a reflection of the 2017 theme and driven by the ever-growing demand from customers, especially from overseas, for London-inspired Christmas decorations and stocking fillers. As a result, phase one of the Christmas Shop has been labelled The London Christmas Shop until the full offer is deployed in September.

Also for the first time, Selfridges will launch a capsule collection of its greatest Christmas foods on Friday 4 August. The store usually launches its Christmas food selection in the latter half of October, which means that products such as the Selfridges Selection Christmas pudding, from the brand’s celebrated own label food range, will be available for five months this year rather than just 10 weeks.

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'We've been opening the doors to our Christmas Shop during the summer for years now and have become a real destination for fans of Christmas and festive decorations within and outside the UK. Some customers return to us year after year, excited at the prospect of discovering the new ranges and adding to their collections,' says Eleanor Gregory, Selfridges Christmas & home buyer.

'We have so many customers visiting from all over the world, eager to snap up festive decorations and souvenirs on their London summer holidays which they can't buy at home. So, we make sure we're ready to showcase Christmas decorations they will truly treasure. The fact that we’re also going to be selling some of our most requested Christmas food lines from Friday for the first time ever is complementing the Christmas selection we make available in the summer perfectly. This new extension to our usual offer is simply addressing this growing demand for convenience Christmas shopping outside the traditional Christmas season from many of our customers,' continues Gregory.

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