How to get your brand in Selfridges (with insider tips)
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Posted: Mon 7th Oct 2024
Getting your brand into Selfridges, one of the UK's most iconic department stores, can be a huge milestone for any small business.
Known for its luxury products and trendsetting approach, Selfridges is a place where customers expect high-quality, unique and innovative items. Being stocked here not only boosts your brand's credibility but can also significantly increase sales and visibility.
However, standing out in such a competitive space can be challenging. Selfridges receives pitches from hundreds of brands, so it's crucial to approach them strategically.
This blog lays out the steps to take to help your small business stand out, from aligning with Selfridges' values to perfecting your product and scaling up for larger orders.
Throughout, you'll pick up tips from Adrian Boswell, who's been a buyer with Selfridges for nearly 15 years. He knows exactly what works for Selfridges' brand and customer base.
"We're always looking for innovative new products that align with our branding. We want to see something you wouldn't regularly find in supermarkets."
Understanding the Selfridges brand and audience
Before you approach Selfridges, it's essential to understand what makes them unique and why their customers shop there. Selfridges isn't just a department store – it's known for curating cutting-edge, high-end products that offer a blend of luxury, sustainability and innovation.
To get your brand noticed, you'll need to make sure your product fits with its ethos and resonates with its clientele.
Research Selfridges' core values
Selfridges is committed to sustainability and ethical practices, with a focus on environmental responsibility. It regularly promotes eco-friendly, cruelty-free and Fairtrade products.
If your brand emphasises these values, make sure they're front and centre in your pitch. Showing that your product fits with Selfridges' goals of creating a positive impact can give you an edge.
Study its product range
Spend time in store or online reviewing the types of products Selfridges stocks. Notice the styles, quality and categories that dominate, from luxury fashion and high-end beauty to unique homeware and gifts.
With this information, you can assess where your brand could fit within its offerings and identify any gaps your product might fill.
Selfridges often features brands that offer something innovative, whether it's a new design, a breakthrough in sustainability or a limited-edition product.
Bring your brand into line
To appeal to Selfridges, your brand needs to match its audience's expectations – high-quality, distinctive and trendsetting. Ask yourself:
Is my product premium enough for its shelves?
Does it tell a compelling story?
For example, if your brand emphasises craftsmanship or ethical sourcing, or uses luxury materials, make sure those qualities are clear. Also, keep in mind Selfridges' interest in supporting up-and-coming brands, so positioning your product as fresh and exclusive can also capture the company's attention.
The buyer's view
Adrian says:
"The biggest trends at the moment are in sustainability and ethical trading. The sustainability angle has been really popular for a while, whereas ethical trading has been on and off.
"Food has become a lifestyle – the type of food you eat is now similar to the type of clothes you wear and the type of beliefs you have."
Looking ahead, Adrian expects health to remain a dominant trend. In particular, he thinks the current range of protein powders, CBD products, vegan items and "gut stuff" will continue to thrive. However, he emphasises that he's not exclusively looking for products that fit into a trend.
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Perfect your product and how you present your brand
To capture the attention of Selfridges buyers, your product and brand need to be polished, professional and ready for a premium retail environment. This means refining both the product itself and how you present your overall brand.
Refine your product line
Selfridges prioritises high-quality, unique and innovative products. Before pitching, make sure your product is not only well designed but also offers something fresh to the company's shelves.
Whether it's through sustainable materials, cutting-edge technology or exceptional craftsmanship, your product needs to stand out from the competition.
Consider perfecting your product packaging too, as Selfridges is known for its attention to detail and luxurious in-store presentation. Sleek, well-designed packaging that represents your brand can make a strong impression.
Be consistent
Consistency is key when dealing with high-end retailers. From your website and social media to your product's packaging and logo, your brand's image must be cohesive.
Buyers at Selfridges look for brands that tell a clear and compelling story. Whether you're a fashion brand or a beauty line, for example, your branding should evoke the quality, luxury and uniqueness that Selfridges customers expect.
Make sure your visual brand identity – colours, fonts and imagery – is consistent across all platforms.
Develop your unique selling proposition (USP)
Your USP is what sets you apart from other brands. Selfridges is always on the lookout for something that will excite its customers, whether that's a sustainable production process, an innovative design or a story that resonates with its values.
Clearly define what makes your brand special and why it belongs at Selfridges. For instance, if your product is eco-friendly or handmade by artisans, highlight these aspects in your pitch and brand messaging.
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Build a strong track record and proof of demand
Before Selfridges considers stocking your product, it'll want to see evidence that there's demand for the product and that your business is capable of delivering consistent quality.
Building a track record of sales, customer feedback and positive media coverage can show that your brand has momentum and is ready for a larger platform.
Focus on building sales and reviews
Retailers like Selfridges look for products that have already had success in the market. Focus on building a solid sales history, whether through your own website, smaller boutiques or platforms like Etsy or Not On The High Street.
Positive customer reviews are key – buyers at Selfridges will want to see that your product resonates with customers and generates repeat business. Gathering testimonials and displaying them prominently in your pitch can provide valuable social proof.
Gain attention from media and influencers
Press coverage and influencer endorsements can give your brand significant credibility. Getting featured in magazines or online blogs or on social media by well-known influencers can help create buzz around your product.
Even small mentions in niche publications can make a difference. Consider pitching your brand to journalists or sending products to influencers who fit with your target market.
If Selfridges buyers see that your product has attracted positive attention, they may be more inclined to take notice.
The buyer's view
Adrian says:
"To have the best chance of success with a buyer, work by their schedule. If your product is seasonal, approach them months in advance. But consider the best timing for your own business too.
"Before you approach a buyer, dedicate some time to boosting your profile first. A successful new product launch or social media campaign can stir up some excitement among your customers and create a buzz about your start-up.
"Get yourself out there so your name is on the tip of peoples' tongues. Word of mouth is still so important."
Develop a loyal customer base
Building a community around your brand is another way to demonstrate demand. Engage your audience through social media, email newsletters and events.
Having a loyal customer base shows that your brand has staying power, which will appeal to large retailers. Loyal customers who consistently buy from you and advocate for your brand also help create organic growth, which can be a valuable selling point in your pitch to Selfridges.
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Make the most of industry networks and trade shows
Getting your brand in front of Selfridges buyers often means actively taking part in the right networks and events. Trade shows, industry connections and online platforms can be powerful tools for small businesses seeking exposure and credibility.
Attend relevant trade shows
Trade shows are one of the most effective ways to get large retailers like Selfridges to notice you. Key UK events such as Top Drawer, Pure London and Moda attract buyers looking for emerging brands in fashion, homeware, beauty and lifestyle products.
These shows allow you to showcase your brand, connect with buyers face-to-face and receive valuable feedback. Being present at these events also shows that you're serious about growth and expanding your business.
Make sure your booth or display is eye-catching and professional and represents your brand's identity.
Network with key industry players
Building relationships in the retail industry is crucial. Agents, distributors and other industry professionals often have direct connections to buyers at stores like Selfridges.
Networking events, seminars and industry meet-ups can help you establish these connections. If you don't have direct access to Selfridges buyers, consider working with an agent or consultant who specialises in luxury retail and can help you navigate the process.
Also, attending panel discussions or workshops at trade shows can provide insights and opportunities to meet key players.
Prepare for the pitch to buyers
When you're ready to approach Selfridges, your pitch needs to be flawless. Buyers receive countless proposals, so standing out means being prepared and professional and understanding clearly what Selfridges is looking for.
Research Selfridges' buying process
It's crucial to understand how Selfridges sources new brands. It often discovers products through trade shows or direct outreach.
Research whether the company is open to pitches at the time, and try to find the right contacts, such as specific category buyers (for example, fashion, beauty or homeware). Some brands also get noticed by taking part in relevant trade fairs or by having agents with strong retail connections.
Create a professional presentation
Your pitch needs to be as polished as your product. Create a professional presentation that includes key details such as:
your brand story
your product range
any relevant sales data or proof of demand
Make sure your visual materials – whether digital or physical – are high-quality and reflect your brand's aesthetics. Use high-resolution images, well-designed graphics and concise, engaging copy.
Selfridges buyers will expect a top-tier presentation that mirrors the luxury and innovation they offer in store.
Practise your pitch
Buyers at Selfridges will want to know why your product belongs on their shelves. Prepare to clearly explain why your brand accords with their values and how it offers something different from other products in their range.
Be ready to present your product's market potential, track record of sales and ability to scale to meet increased demand. Anticipate questions about pricing, margins and your ability to deliver consistently. Practise your pitch a few times to make sure you can communicate confidently and clearly.
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Now pitch!
When that all-important pitch meeting arrives, it's vital that you present a product that's truly premium.
Be careful to tell the buyer what they need to know succinctly and convincingly. Buyers always like to see passion from small brands, but you also need to bring the reasons to believe and provide data to back up everything you say.
In Adrian's experience, many small businesses get nervous and try to push their product too hard. A claim that a product is "the best thing ever" is likely to be an immediate turn-off. But Adrian admits that each buyer is different, saying:
"I always think, let's just have a discussion. But that's me – other buyers might want a six-page presentation or pitch deck.
"So much of it comes down to personality, but there's no real way of knowing what will work for each buyer. It's scary, but you just have to put yourself out there."
Adrian tends to seek business owners who have a good personality and with whom he could strike up a working relationship. But, above all, he looks for some background: "I want to see a story. We love a great story."
How to pitch to a food, health or wellness buyer
Adrian explains:
"We don't want a generic experience, something we've seen thousands of times. We're looking for things that are on-trend, but also things that could be the next trend.
"It doesn't have to be ground-breaking: it could be a twist, a unique flavour or something from a different continent. We don't just want another kombucha, for example. It has to stand out."
While the product you're pitching has to be good, buyers like Adrian will also be assessing you, as the person behind the business. He appreciates honesty and likes to see a connection between the founder and what they sell.
As for a checklist of specifics you should include? Adrian believes founders should pitch the information they think is important. He says:
"A business should come with the information they think I need to know. It's your product, it's your business, it's your passion. Ultimately, you have to make these decisions.
"Do what feels right and not what everyone is expecting you to do. The food industry is a creative industry, so think outside the box. There are no rules.
"Be strong what about what you're doing and why you're doing it. Don't let anyone distract you from what feels right about your business and your product."
Adrian's quick tips for successfully pitching your product
Knowledge and passion: Make sure you know your product and customers inside out and excite the buyer so they feel the same.
Differentiation: Understand your product's USP, what sets it apart from others, and why customers would want it.
Know who you're pitching to: Visit a Selfridges store before you pitch to demonstrate your understanding of the company's range, price structure, retail space, customer base, and how your product can add a different and credible dimension.
Competitor landscape: Understand your competition and be prepared to talk about what gives your product a competitive advantage over long-established existing products.
Think commercially: Try to make sure your product is commercially viable by researching costs and volume potential or sharing sales successes to date.
Bring it to life: Prepare mock-up (ideally a full prototype) props and visuals. They don't have to cost very much but can make all the difference to the buyer sharing your vision.
Marketing know-how: How will your product or brand have a voice? Understand the marketing levers available to support sales and have a clear plan to drive awareness.
Be creative! Products conceived because you've needed to find a solution for something the market can't satisfy are very often winners. Share the journey you've travelled.
Be confident: Don't be too scared to ask for feedback, help or advice.
Preparation, preparation, preparation! Practise your pitch, believe in your product and deliver it with confidence.
Be ready to scale
Securing a place for your brand in Selfridges can be a major win, but it also brings the challenge of meeting increased demand.
To succeed, your business must be prepared to handle the operational, logistical and financial demands of working with a large retailer.
Prepare for increased demand
If Selfridges stocks your product, you'll likely see a lot more orders. This means making sure your production processes can scale quickly without compromising on quality.
Assess your supply chain to ensure it can handle larger orders, tighter deadlines and consistent availability. It's vital to have reliable suppliers and manufacturers in place who can meet Selfridges' expectations.
Also think about how you'll manage cash flow to support larger inventory purchases upfront, as big retailers often have extended payment terms.
Set your pricing and margins
Selling through Selfridges will require wholesale pricing, which means your pricing structure needs to account for retailer margins while still maintaining profitability.
You may need to adjust your production costs, negotiate better deals with suppliers or make packaging as cost-effective as possible to protect your margins.
When setting your price, remember that Selfridges caters to a high-end market, so your pricing should reflect your product's quality and luxury. At the same time, make sure you can still offer competitive margins to Selfridges while covering your own costs.
Meet Selfridges' standards
Selfridges has high expectations around a product's quality, packaging and delivery. Your business will need to meet its strict guidelines, from sustainable packaging practices to precise delivery schedules.
Also be prepared to meet its compliance and safety standards, particularly if your product involves materials or ingredients that need certification (for example, organic or cruelty-free).
Delivering a consistently high-quality product, on time and in perfect condition, will be key to maintaining a long-term relationship with Selfridges.
Showing persistence and following up
Landing your brand in Selfridges won't happen overnight. Persistence is key when dealing with large retailers, and following up effectively can keep your brand on their radar.
Be ready for rejection
Don't be discouraged if Selfridges doesn't accept your initial pitch. The company receives hundreds of proposals, and it can take time before Selfridges finds the right opportunity for your brand.
Instead of seeing rejection as a dead-end, treat it as a learning experience. Buyers might offer feedback – use it to improve your product or presentation and reapply at a later date.
In some cases, Selfridges may need time to see that your brand has grown or that there's more demand for your product.
Build relationships
Developing relationships with Selfridges buyers and key decision-makers is an important long-term strategy. Keep in touch through occasional updates about new products, milestones or positive media coverage.
Attend industry events where you can reconnect with them and stay top of mind. A polite, consistent approach can show that you're committed and serious about partnering with them.
Adapt and improve
If you receive feedback, be open to adapting your product or brand based on the buyers' suggestions. Whether it's refining your packaging, tweaking your pricing or addressing production concerns, showing that you can evolve and meet Selfridges' standards will improve your chances of success.
It's important to stay flexible and demonstrate that your brand is willing to grow in line with what Selfridges is looking for.
Key takeaways
Getting your brand into Selfridges is a challenging but achievable goal. By understanding its brand values, perfecting your product and building a strong track record, you can increase your chances of its buyers noticing you.
A well-researched and professional pitch, combined with strategic networking and a scalable business model, will set you apart from other brands.
Remember that persistence is key. Rejection isn't the end – use it as motivation to refine and grow. With dedication, adaptability and careful planning, landing your product on Selfridges' shelves could be the breakthrough your business needs to further its success.
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