Selfridges gets licence to host weddings

By

Sandra Halliday

Published
May 11, 2021

After a year in which weddings were cancelled across Britain, unrestricted weddings will be able to go ahead from next month so with supreme good timing, luxury department store Selfridges has just been granted a licence to host the ceremonies and receptions.

It may seem an unusual move for the retailer, but given that it has also opened a cinema and a skate bowl in its London flagship, it's clear that the company is prepared to think outside the box when it comes to providing experiences for consumers.

Its wedding licence is for a limited period only and will allow the company to host ceremonies this summer. There are three packages available for couples seeking a “non-traditional ceremony in a venue like no other”.

And there could be big demand given that the UK accounts for almost 280,000 weddings annually and more than 260,000 were postponed due to the pandemic.

So what does the new Selfridges offer comprise? There are threee options for unusual ceremonies with the offer also being all about add-ons. The “Just-the-two-of-us” option can accommodate a maximum of four guests and includes beauty and grooming appointments. The ceremony will be low-key with a wedding breakfast hamper and a reception in the cinema. Popcorn is included.

“Earth Lovers” can invite up to 20 guests with a sustainability focus that includes an appointment to uncover vintage or rented wedding clothes. Given that Selfridges has been diving deeper into rental in recent periods, that meshes well with its general direction. The locally-sourced three-course meal is held at the store’s Brasserie of Light restaurant.

Also for up to 20 guests, the “All-Out Extraordinary” package is a more off-the-wall option with comedian and drag queen Jonny Woo officiating, followed by a three-course meal in a private dining room and entertainment via in-house DJs.

These packages also come with the ability to make appointments for makeovers, styling, and food and flower consultations and customisation.

It's yet another example of the company going above and beyond when it comes to adding experiences and extra personalised services that help drive sales to other parts of its offer.