Selfridges £20m transformation revealed
Department store giant Selfridges will invest £20 million in its landmark Birmingham Bullring store, as the company aims to create 70 new jobs over two years.
The eye-catching store launched in 2003 with its trademark aluminium disc cladding quickly becoming one of the city's best known landmarks.
But now bosses have unveiled plans for a major refit of the store to create more dedicated space including dedicated menswear and womenswear floors.
The first phase will be completed before Christmas coming just months before the major store faces stiff competition in the city's retail scene.
The New Street Grand Central scheme open anchored by the new John Lewis department store and The Mailbox's £50 million upgrade is also well under way.
However Selfridges bosses today say that the upgrade is not a reaction to the competition - merely a response to the aspirations and needs of shoppers.
Sue West, director of operations at Selfridges, said: "This store is more than 10 years old now and it is logical to really start to look at the spaces. We can see which areas need more, beauty has been crying out for more space for a couple of years now.
"As far as Birmingham is concerned there is a huge investment programme and an amazing 20-year vision," she added.
Bosses are also planning to update the frontage at the store which will start to hold similar window dressings as the Oxford Street store in London.
They hope that the redevelopment work, which is already under way, will help bring the store a 25 per cent rise in sales.
Selfridges has already begun work on its three-year masterplan which includes plans to expand its beauty area by 50 per cent.
There will also be a 'beauty workshop' offering services like manicures, wash and blow dry, spray-tanning.
Menswear will be moved onto one floor by the end of May with shopfitting starting in September, and middle floors upgrades finished by Christmas.
Ms West said there would also be a focus on culture, entertainment and events.
Vicki Cain, general manager of Selfridges Birmingham, said: "We have already begun this programme of transformation, which will be undertaken with the store remaining open throughout. It is an exciting time for the business and I relish the opportunity to help Selfridges prepare for its next decade in Birmingham."
