Selfriges defied tough trading conditions in the run up to Christmas to record a 10% growth in sales over the holiday season (the four weeks leading up to Christmas).
The department store group said the week in the lead-up to Christmas Day saw sales accelerate and it was up 15% year on year with sales driven by full-price product. Footfall too was up 6% in this final week of pre-Christmas trading, which it attributed to the opening of the latest phase of its revamped giant, new accessories hall in November.
Managing director Anne Pitcher said 2017 had been the “best Christmas on record” for the retailer, which has stores in London, Birmingham and Manchester, and added that its “With Love From” marketing campaign had helped drive its success, as well as its commitment to customer experience.
“Everyone is talking about retail theatre, but Selfridges is much more than a shop – it’s a social place and we want people to remember their trip as unconventional and fun”, Pitcher said. “Selfridges [is] a public space that builds communities; a place which is compelling, memorable and unconventional and at Christmas in particular we strive to reach beyond the imagination.”
Selfridges’ Christmas cheer contrasts strongly with that of fellow department stores Debenhams and House of Fraser, which both faced tough festive trading.