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Selfridges launches world's biggest denim department

Selfridges has opened what it claims is the world’s largest denim department at its store in London’s Oxford Street.

GENERAL MERCHANDISE

Selfridges launches world's biggest denim department

Selfridges has opened what it claims is the world’s largest denim department at its store in London’s Oxford Street.

The Denim Studio measures 26,000 sq ft which is bigger than two Olympic swimming pools and over half the size of a football pitch.

Selfridges said it launched the Denim Studio after seeing a 50% increase in sales of denim during the last four years. The department store has invested £6 million in creating the space, which is five times bigger than the previous department and houses double the number of brands.  

The department features a denim self-service checkout for customers in a hurry, a Fit Studio consisting of 18 'total vision' fitting rooms, and a denim dedicated personal shopping suite with stylists offering expert advice.  

There is also a Jeanius Bar where shoppers can access style information, lookbooks and brand biographies via a giant touch-screen electronic tablet. The Jeanius Bar is also intended to double up as a social space where shoppers will be encouraged to ”share, interact and enjoy” their shopping experience” within and outside the store.

With 11,000 pairs of jeans available, Selfridges forecasts that it will sell nearly two pairs of jeans every minute during its daily trading hours. Prices range from £11 to £11,000.

Every brand housed in the Denim Studio has been asked by Selfridges to create world exclusive pieces to celebrate the opening of the department. Brands include J Brand, Hudson Jeans, Stella McCartney, Victoria Beckham Denim, Lee and Levi's. The department will also stock a number of emerging labels such as 3x1, Black Denim and Kill City.

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