Today, 21 June, Selfridges launches its Garden Centre, a playful response to a boom in outdoor appreciation, as part of Good Nature, Selfridges’ creative theme for 2021.
Figures from the Horticultural Trades Association show that over 3 million people started gardening in 2020 as a result of more time spent at home since the first lockdown.
The Selfridges Garden Centre sells gardening tools, seeds, indoor and outdoor plants, pots, Selfridges own label compost, its own label yellow gnome. It also sells a curation of fashion, lifestyle and beauty products, as well as an exclusive collection from Prada and a bespoke Selfridges own label merchandise featuring puns such as Herb Your Enthusiasm and Horti-Couture, for gardening and fashion enthusiasts alike.
The Selfridges Garden Centre was launched this morning by horticultural consultant Angela Maynard who has advised Selfridges in the development of the concept and the botanical artist Carly Rogers who created a new piece to grace the front of the garden centre celebrating the beauty of the overgrown garden.
Within the Garden Centre, The Potting Shed is a destination for events and advice, with a resident gardener (plus a virtual “dial-a-gardener” service) and a program of workshops, experiences and happenings which will explore the pleasure and positivity that gardening brings, while promoting practical skills and sustainable methods.
Although Selfridges London has the largest offer, every Selfridges store in Birmingham and Manchester will have their own Green House concept and customers are able to shop the range and find gardening information and advice via Selfridges.com.
Selfridges has also “greened up” Oxford Street, with a grow bag installation in front of the store’s historic canopy entrance.
Selfridges’ very own avant-gardener, the diminutive but swaggy Gary the Gnome, will oversee Garden Centre proceedings, and he features on a Selfridges Garden Centre merch collection of caps, totes and t -shirts (replete with slogans including “herb your enthusiasm” and “horti-couture”) as well as taking the lead (dressed in new season Versace, Bottega Veneta and Jacquemus) in a campaign by Berlin based creative studio Sucuk + Bratwurst. Garden Centre shoppers will also have the chance to bring Gary the Gnome into their own green spaces – despite a national gnome shortage – as a very limited run of Garys will be available to buy.
“A garden centre is evocative but familiar, and has provided rich inspiration for our teams, literally and creatively. 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.” Explains Selfridges Creative Director, Hannah Emslie.