Luxury department store Selfridges’ full-year sales were boosted by a host of experiential elements to lure customers in.
A giant crystal-encrusted Pegasus by artist Damien Hirst and an indoor skating bowl helped drive shoppers to the department store, according to The Times.
Selfridges registered a 6% rise in full-year sales to £1.85bn; however, operating profits slipped from £175m to £170m due to heavy investment in its grade II listed Oxford Street store.
Group managing director Anne Pitcher said: “The business has delivered excellent results for 2018.
“Into 2019 and beyond we will strive to remain at the forefront of experiences as we disrupt and reimagine the world of retail.”
Over the last year the Oxford Street store opened a new menswear floor with a focus on streetwear brands and boasts a skate bowl with professional skateboarders offering lessons.
During the period, Selfridges also opened its new restaurant Brassiere of Light, which plays host to the mirrored Pegasus.
Selfridges managing director Simon Forster said: “We wanted to create an experience, we design a space thinking about how we can make it amazing and only then do we build products and brands around it.”
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