You know Selfridges as the iconic retailer with impeccable taste and knack for spotting what’s new and what’s next. Now, this giant in the luxury world is deepening its reach into wellness, and our young company is honoured to be a new brand on Selfridges.com. We wanted to learn more about what emerging trends the visionaries at Selfridges are spotting, so we caught up with Adrian Boswell, the health & wellbeing buyer.
Selfridges’ expanded wellbeing range includes some great new products! What inspired you to focus on this category?
As part of our Project Earth commitments to reinventing retail with sustainability at the core, supporting the physical, emotional and mental wellbeing of our customers and team members is priority. So expanding our health & wellbeing category was fundamental in helping us to achieve our goals.
Has the pandemic changed the way your customers shop and what they want to see from Selfridges?
I think all retailers have had to adjust to how customer trends have changed due to the pandemic. It’s no secret that digital channels had an amazing uplift throughout 2020, however, as restrictions begin to ease we are confident that customers will still yearn for the experiential side of retail that cannot be replicated online, and this is something we are famous for.
Self-care is a hot topic, why do you think it’s so important?
Self-care is important on a variety of levels, it creates positive self-esteem & confidence, boosts energy levels and allow us to be the best version of ourselves, which also impacts how we react and engage with other people.
What do you look for in a product when adding it to your range?
As mentioned previously, with our Project Earth commitments, sustainability is at the core everything we do, so new launches must be able to talk to this is some shape or form. Innovation, great branding and an ingredients list which is as clean as possible are also key.
What must-have wellness products do you recommend shoppers add to their carts before checkout?
Well of course Phizz 😊, CBD continues to grow from strength to strength, vitamins in liposomal formats are on the rise, as is sea moss.
There you have it! Thanks to Adrian, we’ve got a new wellbeing wish list and we’re already filling our cart. Next time you head to Selfridges.com, don’t forget to stock up on Phizz and all the other great young brands stocked by this iconic British retailer.
