Selfridges London has unveiled 40 Duke, a new private members’ space within its Oxford Street flagship, offering a fresh take on experience-led retail.
Set across 25,000 sq ft, the concept brings together personal shopping, hospitality and beauty in one environment. At its core are 24 private shopping suites, designed for tailored, appointment-led experiences. Alongside this, members have access to a lounge, restaurant and terrace, with food and drink curated by Cellar Society.
Beauty plays a central role. Dedicated studios offer treatments and services, highlighting the continued shift towards experiential beauty as a driver of both engagement and loyalty within luxury retail spaces.
The interiors, designed by Nice Projects, combine materials such as marble, cork and travertine to create a warm, residential feel. Partnerships with brands including Cassina and Bang & Olufsen, alongside a bespoke scent by Perfumer H, further elevate the space.
Access and loyalty
Entry to 40 Duke is not application-based but tied to Selfridges’ loyalty scheme. Customers who reach the highest tier—referred to as “Very Very Selfridges Person” (VVSP)—are granted access. Status is achieved through accumulated spending and engagement, with points awarded across retail, dining and events.
This model reflects a wider industry move towards rewarding long-term customer value rather than one-off exclusivity, while also encouraging cross-category engagement within a single retail ecosystem. Read more about 40 Duke here
