Selfridges takes on FLY53

Following the success of FLY53 at Selfridges, the department store is in the process of introducing

the brand in its Manchester Trafford store.

Last December, the internationally renowned retailer added FLY53 to its brand portfolio and menswear floor. The first FLY53 concession store launched in the Oxford Street flagship, and three more re-orders followed later. Selfridges also rolled out a second FLY53 department inside the Birmingham store.

Men’s Spirit and Body Wear Buyer Mithun Ramanandi said: “The product is relevant to today’s young consumer, commercial with an edge. We knew FLY53 would work well, but sales have exceeded expectations. Initially it was bought for one store, London Oxford Street, however due to its success we quickly rolled out to 2 more. Sales in the Birmingham store especially have been exceptional.”