What: Selfridges plans to transform 4th-floor executive offices into a members-only destination with 144 dining covers across internal and external spaces, operating extended hours seven days a week.

Why it is important: This strategic transformation of office space into a premium members venue reflects the broader luxury retail trend of creating exclusive experiences for high-value customers, while maximising property utilisation in prime locations.

Selfridges is set to launch its first members club, 40 Duke, at its Oxford Street flagship store, marking a significant evolution in its customer engagement strategy. The retailer plans to convert existing fourth-floor office space, currently used by staff and executive directors, into an exclusive social and shopping destination. The transformed space will feature an internal bar and lounge accommodating 80 covers, a private dining room and terrace with 14 covers, and an external dining terrace seating 50 people. Operating hours will extend from 8am to 12:30am Sunday to Thursday, and until 1:30am on Friday and Saturday, with the terrace available from 9am to 11pm daily. This development, supported by planning officers at Westminster City Council, represents Selfridges' commitment to continuous improvement in a competitive retail landscape. The project aligns with the retailer's strategy to enhance its Oxford Street presence and maintain its position as a leading luxury destination.

IADS Notes: Selfridges' launch of the 40 Duke members club in June 2025 represents the culmination of a broader transformation in luxury retail engagement. This development follows the successful introduction of their 'Selfridges Unlocked' loyalty programme in February 2025 , demonstrating the retailer's commitment to enhanced customer experiences. The timing is particularly significant as it coincides with Fortnum & Mason's entry into the membership space in June 2025 , indicating a wider industry shift towards exclusive, experiential offerings. This trend is supported by industry data from August 2024 showing that the top 1% of customers generate approximately 25% of department store sales, validating significant investment in premium spaces and services.

Selfridges to open members club at Oxford Street flagship