In a constant push to redefine the future of physical retail, Selfridges took another step in its quest for a more sustainable future by opening a vintage furniture pop-up in their London location this week. In partnership with The Spotlight Market, a UK-based vintage furniture platform, this pop-up is the first of its kind in any major uk retailer.
The logistics of hosting a pop-up of large scale one-off furniture pieces is something most retailers would avoid but Selfridges’ Homewares Buying Manager, Eleanor Gregory, says it feels like a real step towards positive change. “We’re facing these logistical challenges head on by collaborating with incredible brand partners and experts which allow us to connect our customers with some of the most exciting resale brands out there,” she says. “This is another way we can help people to change they way they shop and we are over the moon to be able to bring this in-store.”
The Spotlight Market, who Gregory states has been the perfect partner, also host regular fairs in East London, allowing its community to connect with consumers directly. However, in basing themselves in such a well-known, central and iconic location such as Selfridges, it means they can reach an even wider and untapped audience.
Siblings and co-founders of the platform, Katie and Sam Ridges, who are also both dealers themselves, say visitors who have stopped by since the opening on Monday have expressed their excitement for this new partnership. And, three years on since the platform’s inception, the duo are incredibly happy to see how their hard work and commitment to the industry is starting to pay off. “We noticed the lack of curated events when we set out, especially those that didn’t have extortionate exhibition fees,” states Katie, as she explains how often the most innovative and exciting dealers are just starting out but there hasn’t previously been a platform for them to connect to. “We recognise the value in keeping our lineups exciting and the way this happens is if we pick the very best people to be involved. If we had a big price tag associated, we would lose the talent that makes our market a success!”
With Ridges also going on to say how many of the dealers have become friends, the community aspect is certainly something which can be felt in-store. In meeting the dealers directly, stories behind the pieces are unearthed and visitors get to know the provenance of items in a much more personal way. Added to this experience, free interior design consultations are being offered with acclaimed designers such as Emily Forgot and Rebecca Sicardi, who will be available each weekend of the pop-up which closes on 31st August. “Our customers are equal parts inquisitive as well as experts in what they are looking for,” Gregory continues. “They enjoy the story behind a piece, the heritage of it and how it came to be here. And, with the help of The Spotlight Market, it is connecting them to a network of sourcing experts and tastemakers that capture the zeitgeist of the interiors world in presenting a new way to shop and curate your home.”
The pop-up is part of an initiative titled ‘Worn Again’, in which the store is running a season of secondhand and circular shopping experiences such as a selection of resale homeware accessories from Vinterior and preloved and rental fashion options. Contributing to the retailer’s ‘Project Earth’ campaign which launched in 2020, through which they announced a target of 45% of all transactions in-store to come from circular products and services by 2030, this movement highlights the the work going into upholding this commitment. “It is the key driving force behind rethinking how we use the spaces both in-store and online,” continues Gregory. “With these bold targets we are continually looking at ways we can introduce circular ways to shop such as resale, so this is just the beginning.”
The team say they have noticed an overwhelmingly positive response to vintage products being in-store, despite most customers previously associating the retailer to new luxury fashion and lifestyle goods. In witnessing how a retailer is taking such steps to actively influence their customers, it heralds a glimpse towards a greener future and a strategy which other retailers should take note of. As for the customer, if you enjoy browsing antiques and finding one-off treasures at vintage markets, head down to Selfridges this August to discover The Spotlight Market in full force with five new sellers being introduced each week. And, if this is the future of the high street, it certainly offers a more immersive, meaningful and personal shopping experience.