Westminster City Council has approved Selfridges’ application to transform part of its flagship Oxford Street store into an exclusive private members club, marking a significant evolution for the iconic department store. The project, named 40 Duke, represents a £100 million investment designed to create “an exclusive new shopping and social destination for its most valued customers and members” when it opens in spring 2026.
A new chapter for the Oxford Street flagship
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The Westminster City Council’s planning committee voted overwhelmingly to back the proposal during a meeting on 24th June, granting Selfridges the right to use the space as either a members club or retail area for 50 years. 40 Duke will occupy 630 square metres of current staff office space on the fourth floor of the Grade II listed building, complete with terraces offering views over London’s bustling shopping district.
The development will feature an internal bar and lounge, a private dining room and terrace, plus an external terrace dining area accommodating 144 people in total. 40 Duke will operate from 8am to 12:30am Sunday to Thursday, extending until 1:30am on Friday and Saturday. Members will access the club either through Duke Street or via the store during opening hours.
Meeting modern luxury demands with 40 Duke
This strategic move reflects broader changes in how luxury retailers engage with affluent consumers. London has seen an explosion of high-end membership-only venues as affluent residents seek out exclusive entertainment spaces after the rise of flexible working blurred the lines between professional and personal spaces. The trend aligns with global developments, as similar clubs have appeared worldwide, from Los Angeles’ San Vicente to Dubai’s Arts Club.
For Selfridges, currently owned by Saudi Arabia‘s Public Investment Fund and Thailand’s Central Group, the members club represents both innovation and commercial necessity. The retailer posted an almost-£42 million loss in the latest year for which it has filed accounts (the 12 months to February 2024) as revenues dipped by 1%, making new revenue streams increasingly important.
Historical significance meets contemporary innovation
The chosen location carries historical weight within Selfridges’ story. The roof gardens, which hosted fashion shows and crazy golf in the years after the opening, were destroyed in the Blitz in 1940. They remained closed for about 70 years before reopening in 2009 for an exclusive pop-up restaurant run by French chef Pierre Koffmann. This new club continues the tradition of using elevated spaces for exclusive experiences.
Westminster Council’s unanimous approval came with one caveat: no music, live or amplified, will be permitted on the outdoor terrace. Despite this restriction, council members expressed strong support for the project. As Committee Chair Councillor Patrick Lilley stated: “I think the message tonight is Westminster loves Selfridges and I vote to approve.”
Supporting Oxford Street’s evolution
The private members club initiative supports broader regeneration efforts for Oxford Street itself. Mayor Sadiq Khan’s pedestrianisation scheme will potentially transform the thoroughfare into a more walkable, event-led retail zone, with developments like 40 Duke contributing to this vision of experiential retail.
Guy Bransby from Montagu Evans, representing Selfridges, emphasised that the proposal will allow Selfridges to “thrive and succeed along the world-renowned shopping destination that is Oxford Street”, offering experiences that digital channels simply cannot replicate.
As luxury retail continues evolving beyond traditional shopping, Selfridges’ move into the private members club space demonstrates how established brands can adapt to changing consumer expectations. When 40 Duke opens its doors, it will offer London’s elite a new way to experience one of the city’s most beloved retail institutions.
