By  on May 28, 2013

LONDON — A denim wave is set to wash over Selfridges, from food to beauty to women’s wear, to mark the launch of The Denim Studio, a space the store is calling the biggest denim destination in the world next Monday.

Selfridges is aiming to raise the retail bar with a high-low denim offering that ranges from J Brand to Primark and services such as on-the-spot alterations and customizations, a personal shopping service and supermarket-style, self-operated tills.

The store has invested 6 million pounds, or $9.1 million at current exchange, setting up The Denim Studio, a 26,000-square-foot space that encompasses the former children’s department.

The vast corner area, which looks onto Oxford and Orchard streets, benefits from natural light and boasts windows and doors with original features such as leaded panes and moldings.


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