What does it cost and what is the process to get a drinks product listed in Selfridges?

Selfridges listings require a significant activation budget, typically around **£20k**, and substantial ongoing in-store support. Members who have secured placements report that the positioning benefit can justify the investment—particularly for on-trade reputation and brand visibility—but the experience is mixed and demanding.

**Financial investment:** - **Activation budget of approximately £20k** is needed to secure a listing - Additional sampling and in-store support costs should be expected

**Practical realities:** - Positioning in a premium department store carries brand prestige that can benefit on-trade relationships, even if direct volume is modest - Members report that in-store sampling and activation are essential—"give your life away to sampling instore" - Buyer relationships are critical; staff changes at Selfridges can dramatically affect responsiveness and support - One member has maintained a listing for 4+ years but reports radio silence from the buyer since a change in personnel two years ago, despite multiple outreach attempts and activation offers - Another member has held listings for 5 years with "volume not the greatest but positioning is worth it"

**Caveats:** Members emphasise this is a relationship-dependent, resource-intensive route. Buyer turnover can leave you stranded after initial investment, and responsiveness varies significantly depending on who is managing the account.