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Selfridges launches in-store garden centre

Pictured, horticultural consultant and resident gardener Angela Maynard at Selfridges, London, UK. Today, 21 June, Selfridges launches its Garden Centre, a playful response to a boom in outdoor appreciation, as part of Good Nature, SelfridgesÕ creative theme for 2021. Figures from the Horticultural Trades Association show that over 3 million people started gardening in 2020 as a result of more time spent at home since the first lockdown. The Selfridges Garden Centre sells gardening tools, seeds, indoor and outdoor plants, pots, Selfridges own label compost, its own label yellow gnome. It also sells a curation of fashion, lifestyle and beauty products, as well as an exclusive collection from Prada and a bespoke Selfridges own label merchandise featuring puns such as Herb Your Enthusiasm and Horti-Couture, for gardening and fashion enthusiasts alike. The Selfridges Garden Centre was launched this morning by horticultural consultant and resident gardener Angela Maynard who has advised Selfridges in the development of the concept and the botanical artist Carly Rogers who created a new piece to grace the front of the garden centre celebrating the beauty of the overgrown garden. Within the Garden Centre, The Potting Shed will be a destination for events and advice, with a resident gardener (plus a virtual Òdial-a-gardenerÓ service) and a program of workshops, experiences and happenings which will explore the pleasure and positivity that gardening brings, while promoting practical skills and sustainable methods. Although Selfridges London has the largest offer, every Selfridges store in Birmingham and Manchester will have their own Green House concept and customers are able to shop the range and find gardening information and advice via Selfridges.com. Selfridges has also Ògreened upÓ Oxford Street, with a grow bag installation in front of the storeÕs historic canopy entrance. Photographer: Jason Alden +44 (0) 7810631642 mail@jasonalden.com www.jasonalden.com

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