Selfridges Unveils Exclusive 40 Duke Club for Top Loyalty Members

The London department store's new private shopping, dining, and design destination caters to its most engaged customers.

Apr. 9, 2026 at 7:07pm

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A vibrant, high-contrast silkscreen print of a single, iconic luxury shopping item such as a designer handbag or pair of shoes, repeated in a tight grid pattern to capture the exclusive, elevated shopping experience of Selfridges' new 40 Duke club.Selfridges' new 40 Duke club offers its top loyalty members a private world of luxury shopping, dining, and design experiences.Beverly Hills Today

Selfridges has opened a new 25,000-square-foot private club and shopping destination called 40 Duke, accessible only to the store's top-tier loyalty program members. The space features 24 private shopping studios, a restaurant and lounge, a covered outdoor terrace, a private dining room, and flexible exhibition spaces, all designed with a focus on personalized service, luxury experiences, and collectible design.

Why it matters

This exclusive new club at Selfridges represents the department store's strategy to cater to its most valuable and engaged customers, offering them a heightened level of service, access, and immersive experiences that go beyond traditional retail. It also highlights the growing trend of luxury brands creating private, members-only spaces to foster deeper connections with their top clientele.

The details

The 40 Duke club was designed by the London-and-Sydney studio Nice Projects, with a material palette ranging from cork and stainless steel to ash burl, marble, and travertine. The space includes 24 private shopping studios for one-on-one appointments, a 64-seat lounge with an 18-seat bar, a covered outdoor terrace, a private dining room, and flexible exhibition areas. Selfridges partnered with The Future Perfect gallery to curate the design objects and furnishings, which are available for purchase, as well as over 30 artworks by emerging London artists. The dining is run by the London catering company Cellar Society, offering reinterpreted classic dishes and using premium tableware that can also be bought.

  • 40 Duke opened to the public on April 9, 2026.

The players

Selfridges

A renowned London department store that has opened a new 25,000-square-foot private club and shopping destination called 40 Duke, accessible only to its top-tier loyalty program members.

Judd Crane

The executive director of buying and brand at Selfridges, who says the 40 Duke club expands the store's personal shopping services in a way it has never offered before.

Simone McEwan and Sacha Leong

The designers from the London-and-Sydney studio Nice Projects who created the interiors of the 40 Duke club.

David Alhadeff

The founder of The Future Perfect gallery, which partnered with Selfridges to curate the design objects and furnishings within the 40 Duke club.

Matt Williams

The curator who selected over 30 artworks by emerging London artists for display in the 40 Duke club.

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What they’re saying

“Personal shopping is the heart of 40 Duke, and it also expands the scope of the service in a way Selfridges has never before been able to offer—and in a way I don't think anywhere else can.”

— Judd Crane, Executive Director of Buying and Brand, Selfridges

“Partnering with Selfridges felt both natural and ambitious. Their openness allowed us to move beyond a traditional retail format into something more immersive and expressive.”

— David Alhadeff, Founder, The Future Perfect

“We really want people to come to 40 Duke, to spend time and feel at home, with us and with each other. We actively want to encourage longer, more relaxed engagement.”

— Judd Crane, Executive Director of Buying and Brand, Selfridges

What’s next

Selfridges plans to continue expanding the 40 Duke club and its exclusive offerings for its top loyalty program members, with the goal of fostering deeper connections and more immersive experiences for its most valuable customers.

The takeaway

Selfridges' new 40 Duke club represents a strategic shift in luxury retail, where department stores are creating private, members-only spaces to cater to their most engaged and high-spending customers. By offering personalized services, unique design experiences, and a sense of exclusivity, Selfridges is aiming to build stronger brand loyalty and cement its position as a destination for the affluent consumer.