After investing in 6 million pounds, The Denim Studio officially launched their first ever retail shop in Selfridges on Oxford Street, on Thursday, June 6. The store is larger than two Olympic swimming pools at over 26,000 square feet; it’s the first and largest space of its kind in the world. The space has been conceived to address women looking for the perfect denim fit.
The Denim Studio has over 11,000 pairs of jeans available, offering the largest selection of styles under one roof. They carry extraordinary brands such as J Brand, Hudson Jeans, Stella McCartney and Victoria Beckham Denim, as well as other common brands such as Lee and Levi’s and other emerging labels. For customers in a harry, the store provides a self-service checkout as well as a Fit Studio with “total vision” fitting rooms. After getting advice from stylists at the Person Shopping suite, women can receive alterations within a guaranteed two-hour period at its Denim Tailor.
Denim Studio is the only place in the world in which customers can find jeans from as little as 11 pounds to as much as 11,000 pounds, by offering denim by the kilogram. Customers can keep their clothing such as shirts, skirts, jeans and more in a basket and weight it on a scale to determine the price. It provides a service called the Jeanius Bar in which customers can be entertained and educated in order to find the perfect fitting jeans. They are able to consult relevant style information, expert advice and thousands of visuals all from a giant touch-screen tablet. The Jeanius Bar is also used as a social space where women are encouraged to share, interact and enjoy their shopping experience within and outside the store.
The launch of the store will set a bounce back for the denim market, which had a decline in the late 1990’s and early 2000’s. Denim Studio was interested in opening its store in Selfridges because of its 50% increase in denim sales over the past four years. Since the store is five times bigger than the previous denim department, with double the brands, Selfridges expects that it will be selling nearly two pairs of jeans every minute during its daily trading hours.
By Pia Talwar