Christmas Comes but Thrice a Year at Selfridges

Melvyn Teillol-Foo

31st July 2017, London

SELFRIDGES launched its Christmas store at the height of summer — 147 days before Christmas Day!

Christmas at Selfridges in August (photo by pa)

The department store said it was the first in the world to show festive spirit. A very special VIP opened the Selfridges Christmas Shop. He was dressed especially for the ceremony and brought his own reindeer.

VIP Guest opens the Christmas Shop


Selfridges London

Christmas came five months early to Londoners, with the temperature outside at 22°C (71.6°F), Selfridges launched its Christmas shop. Phase One was yesterday and Phase Two is set for 4th September. It will be thrice Christmas on the 25th December this year!

Christmas at Selfridges (photo by pa)

The first phase showcases products (Christmas decorations and stocking-fillers) associated with London, driven by the demand from customers, especially overseas visitors to London during the summer, who will not be around in the winter months.

Selfridges Christmas Shop

When the Christmas shop fully opens for Phase Two on 4th September, it will stock 130,000 products across the whole Christmas decoration range.

Selfridges Oxford Street (photo by london design agenda)

Geraldine James, Christmas home and decorations buyer at Selfridges, said: “Some customers return to us year after year, excited at the prospect of discovering the new ranges and adding to their collections.”

Selfridges insisted that many customers loved “to buy Christmas a bit early”, but said anyone who hated the idea could “always ignore it”.

Get yourselves to London right away!


Author’s Biography: Melvyn Teillol-Foo (MTF)

Dr Melvyn Teillol-Foo is a contributor on AlphaLuxe web-zine.
He is also a moderator on horology discussion fora. He blends his scientific medical objectivity from the pharmaceutical industry with purist passion, in his musings about watches, travel, wine, food and other epicurean delights.
His travelogue ‘Lazing’ and feasting ‘Grazing’ series of articles have now passed into “mythic legend” on the original ‘’ website. Those were the halcyon days when he was “rich and famous” that he remembers with bittersweet fondness.

Dr Teillol-Foo is a quoted enthusiast on the watch industry, appearing in feature articles and interviews by Wall Street Journal, International Herald Tribune, Sunday Times (London), Chronos (Japan), Citizen Hedonist (France) and other publications. He has authored articles for magazines like International Watch (iW) – both U.S. & Chinese editions, ICON (Singapore), August Man (Singapore), Comfort (China) and The Watch (Hong Kong).

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