Retail news: Selfridges rejigs menswear area

Selfridges is overhauling its men's department to improve the standout of the designer alliances that make it a key retailer in the sector.

A Men's Superbrands area will be introduced in September to create 'halo' brands within the department to drive footfall of fashion-conscious men.

Selfridges hopes to replicate the success of the female-oriented Superbrands, which it introduced last year.

Dior Homme and Alexander McQueen will straddle the revamped department with exclusively designed boutiques, while Yves Saint Laurent and Dolce & Gabbana will flank the entrance.

The format, created by design agency KRD, is based on a football pitch, with green used to highlight till points and changing rooms.


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