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The Undiscovered Selfridges

As tourism dries up and wholesale weakens, London’s legendary Marylebone department store is courting the ultrarich with a £20,000 private club while simultaneously clinging to its middle-market soul.

André Maeder
Selfridges C.E.O. André Maeder Photo: Tristar Media / Getty Images
Malique Morris
July 21, 2026

In April, Selfridges debuted 40 Duke, a private club occupying the entire fourth floor of the historic Marylebone department store, as the centerpiece of a significant play to attract V.I.C.s. The club comes fully rigged with the perks from London’s other popular members clubs, like Maison Estelle in Mayfair or Ned’s Club in the City—its own street entrance with a private elevator, a 64-seat restaurant, spa, outdoor café, 24 private shopping rooms, etcetera. There are two ways in: either book an appointment with a Selfridges personal shopper, or spend a minimum of £20,000 a year in the store.