Selfridges Unveils Mega Men’s Floor

LONDON — Selfridges is getting more manly.

The retailer recently expanded its men’s footwear department, rivaling its women’s footwear space in terms of footprint and breadth of product.

The new floor is double the size of the previous area and now spans 15,000 square feet. It stocks 3,200 styles and more than 80 brands, including Kenzo, Junya Watanabe, Opening Ceremony and Oliver Spencer.

Labels such as Lanvin, Versace, Burberry and Tod’s have created exclusive styles for the hall, which Selfridges said is the largest men’s shoe concept in the world.

Spaces around the perimeter of the department will be used for pop-up shop-in-shops and special services.

The floor was created by Vincent Van Duysen, the Antwerp-based architect and furniture designer known for his pure and minimal aesthetic.

Design elements include wooden parquet floors, oak panels, natural stone accents and walls treated in a warm bone shade. “From an interior design perspective, it was essential to us from the outset that the space feel as welcoming as it does premium,” said David Walker-Smith, the store’s director of menswear.

Walker-Smith said the new department was part of the store’s ongoing strategy to build up its footwear presence.

“Shoes have always been a huge part of our business at Selfridges, and our aim is to be the definitive destination for footwear in terms of breadth, point of difference and service,” he explained.

Shop-in-shops located at the back of the department include a special area dedicated to driving shoes — the store’s top-performing men’s category — and another featuring made-to-measure footwear across 10 brands including Kurt Geiger, Tom Ford and Prada.

In February, a Christian Louboutin standalone men’s shop-in-shop — a first for the designer — will open, while Prada and Gucci already have their own spaces on the floor.

The department also includes a sportier section — the Offspring area — which stocks a variety of sneakers, including Converse, Vans and Nike. Wall panels in the area feature an LED “ticker tape” that runs sports scores.

Vendors are upbeat on Selfridges’ new men’s approach.

“I’ve never seen such a wide range of brands and styles in just one store,” said Generic Man and Generic Surplus founder and CEO Brandon Day. “It truly is the best men’s shoe store in the world.”

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