Selfridges wants gender-neutral shopping experience | RetailDetail

Selfridges wants gender-neutral shopping experience

Selfridges wants gender-neutral shopping experience

On 12 March, Selfridges will launch its Agender Project, aimed at showing customers a stereotype-surpassing shopping experience while also selling unisex clothing.

Cultural shift

The project will take place on the first two floors of the Selfridges in Oxford Street (London), with additional showcases in Manchester and Birmingham and on its website.


Selfridges will even add several unisex collections from well-known designers like Comme des Garçons and Ann Demeulemeester. Its in-store mannequins will also be replaced with gender-neutral versions.


The company claims it wants to tap into the cultural shift that is currently taking place. An increasing number of fashion brands are wiping away the barriers between male and female fashion. The Agender Project will run from 12 March until the end of April.

Questions or comments? Please feel free to contact the editors

Spar makes ambitious entry into Greece


Spar International has set its sights on Greece as the next country to conquer and lead as the foremost independent food retail chain. Spar Hellas will cooperate with Asteras and Mesis to develop more than 500 Spar stores over the next four years.

Dr. Oetker buys half of Freixenet


Henkell, which is Dr. Oetker’s drinks division, has acquired slightly more than half of cava brand Freixenet’s shares. Following two years of negotiations, both companies struck a deal, even though the German food giant will not reign supreme at Freixenet.

Picnic confirms German arrival


There had been rumours that Dutch online supermarkets Picnic was trialing in Germany, news its co-founder Michiel Muller has now confirmed.

Délifrance joins FFC's portfolio


Dutch Franchise Friendly ConceptsDélifrance Benelux acquisition is in full swing. The franchise organization will obtain the French sandwich chain’s Benelux master franchisee on 1 April.

IKEA has developed actual "bug burger"


SPACE10, furniture giant Ikea’s innovation lab, will present a healthy alternative to the classic hamburger, where the meat is replaced by red beets and mealworm. It is also working on a “dogless hotdog”;

Supermarkets' price difference with neighbouring countries grows


Belgian supermarkets are increasingly more expensive than those in neighbouring countries according to Prijzenobservatorium’s research. Shoppers in France, Germany and the Netherlands quickly pay 10 % less.

Back to top