Selfridges expands Body Studio, adds more brands

By

Barbara Santamaria

Published
Jun 14, 2018

Selfridges Oxford Street has expanded its Body Studio by 3,465 square feet to introduce a host of new brands like Lululemon and Sweaty Betty to the luxury department store.

The space is Selfridges’ largest ever department and is dedicated to women’s lingerie, nightwear, hosiery, swimwear, sportswear and loungewear.

It first launched in 2016 with a campaign that celebrated women of various sizes and figures.

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17 new brands will be included in the newly expanded space, including Frankie’s Bikinis, Tigerlily and Aranaz. Additionally, Selfridges said it plans to increase its activewear and swimwear stock by 30%.

The section on the third floor now occupies 37,000 square feet of space. It surrounds a sculptural garden designed by London-based conceptual artist Rebecca Ackroyd, in which oversized metal body parts punctuate the space within the courtyard.

Heather Gramston, buying manager for Body Studios, said:  “We are so excited to launch the final phase to The Body Studio. It is now truly a destination for all swimwear, activewear and resortwear needs.”

The popular Helmsley + Helmsley café within the Body Studio has also upsized its space and now features additional seating.