Fenwick has strengthened its partnership with Danish fashion brand Selected.
On Wednesday (13 January), the two retailers expanded their tie-up with a nationwide omnichannel activation designed to “immerse customers in the brand” across all eight Fenwick stores, “supported by rich digital and social content”.
Launching across the department store’s locations, the partnership will be brought to life through Selected window takeovers, refreshed shop fits and a programme of in-store styling moments and customer events.
The physical activations will be supported by Fenwick’s digital platforms and social channels, with “curated content designed to highlight Selected’s collections, styling approach and campaign storytelling”.
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A customer event at Fenwick Newcastle will be held on 11 February to celebrate the partnership, hosted in The French Salon.
Fenwick partnerships director Leo Fenwick said: “Selected is a natural partner for Fenwick, sharing our commitment to quality, considered design and accessible modern style.
“The partnership reflects a sense of refresh and optimism at the start of the year, with Selected’s clean Scandinavian aesthetic bringing a fresh perspective to our fashion offer.”
He added: “This collaboration strengthens our fashion strategy through a nationwide omnichannel activation, delivering a seamless customer experience across physical and digital channels.”
Selected head of the northwest sales region Søren Riisberg said: “Alignment between our brand values and partner environments is central to our long-term partner strategy.
“Fenwick is a highly valued partner, the brand campaign and expanding our branded spaces together marks an important step in positioning Selected even stronger in the UK market.”
The activation comes after food to go chain Greggs debuted its first ever pub in Fenwick Newcastle last year.
The Golden Flake Tavern opened at the department store on 27 September, providing a “quintessential British pub experience” reimagined with a “signature menu featuring a Greggs twist”.
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