Credit where credit is due.

I haven’t been to Selfridges in Birmingham since last summer. I had a terrible meal in Fumo on the third floor and vowed never to return.

Except this weekend my friend said she needed new make up and wanted to buy something to give her wardrobe a lift and we decided to reluctantly venture back to Selfridges.

And OMG what a difference, the energy, the appeal, the merchandising, the staff, it was like someone had just just come in, said this is completely rubbish, waved a magic wand, new layout, new brands, sacked all the old staff and replaced them with engaged, warm, polished, helpful sales assistants, not pushy but ready to bend over backwards and serve. My friend brutally said well if they didn’t do something the place was a mausoleum going out of business, she’s a hard ass business women CEO of her own company, she said “the whole place needed a bomb under it and blowing up” and was very encouraged to see someone had done it. The experience was like going back in time to the 1980’s and 1990’s when Selfridges was a shopping paradise, the brands, goods and displays were inviting, the lay out easy and the staff there to make you feel good and get your wallet open and spending.

They have extended the make up, hair care and athleisure and shrunk the tired old brands like Jigsaw, Reiss and Ted Baker after the retailer all but collapsed, going into administration at the end of 2024 closing all shops and concessions.

It’s been a dramatic shift Selfridges recognising people don’t have as much money to spend and fashion buying, wearing and stying has changed capitalising on the model and success of relative retailing new comers like American giant Sephora. And different fashion brands like Adanola, Bo and Tee, Tala, Anine Bing, Good American and Paige Denim. It was a really fresh experience, loads to look at, feel and touch and I cannot compliment the staff enough, super helpful.

And the gift with purchase is back. Yeah. We even bought bottles of the new Balmain perfume, affordable at £95 with lovely velvet massive tote bag, gift with purchase included and samples. Don’t you just love the samples when you shop high end, a luxury that had disappeared but appeared to be back I. Selfridges. Two make up items at the Bobby Brown counter yielded a make up bag too and the Diptyque counter we got a gift too.

The only downside for me was the staff were pushing the Selfridges app and rewards program just a bit too hard. It did come across as desperate, whilst I appreciate they want to be connected and pushing through the app to customers. I like to control what I look at and when so the app was not for me.

But it was when we ventured upstairs to Fumo Italian Restaurant where the biggest shock awaited us. The restaurant I’d vowed never to return to was completely transformed, beautiful welcoming well presented staff, our waitress in particular, from Ukraine, I didn’t get her name would not have been out of place serving in a Michelin starred restaurant. And the food made us imagine sitting in a trattoria in Italy, (not in a shopping mall in Brum) Generous portions, made with love and care, promptly delivered, accompanied by delicious wine and smiling extremely smart professional staff.

Another place where the transformation was so noticeable was actually couldn’t believe it. It was so so good we cannot wait to return.

Same place, same menu but my what a difference. The experience in Fumo, Birmingham in Selfridges made the day.

My opinion has completely changed and I’d recommend anyone pay them a visit. Well done to whomever is responsible for the complete overhaul.