In town
40 Duke
Private floor at Selfridges
About
40 Duke opened in April 2026 above the Oxford Street store: 25,000 square feet with 24 private shopping suites, beauty studios, a lounge, a restaurant, a bar and a terrace. It looks and works like a club, and the way in is the till.
Access follows Selfridges Unlocked, the store's loyalty scheme, which gives keys for spending and for visits to its restaurants and events. At 400 keys in a year you are a VVSP with the run of the place; from 200 keys you come in by appointment or reservation.
What sets it apart
- No application, no committee, no fee: only keys, earned at the till
- Shopping is the programme: private suites, stylists, beauty, lunch; not a club life
- A quarter of an hour from home
Photos
Getting in
Route
Selfridges Unlocked: a key for every £50 spent, and keys for visits to its restaurants, cinema and events
Full access
VVSP, from 400 keys a year: £20,000 by spending alone
By appointment
VSP, 200 to 399 keys: personal shopping, and reservations in the restaurant and lounge
Below that
Through a personal shopping or beauty appointment
The house
Inside
24 private shopping suites, beauty studios, lounge, restaurant, bar, terrace, rooms for events
Kitchen
The Club Lounge with its bar, The Club Room for private dining, The Terrace; menus by Cellar Society
Since
April 2026
Address
Selfridges
From home
- 16 minTaxi · 6.1 kmWithout traffic; on a weekday evening rather 26 to 36.
- 32 minTube and busBus 46 to Swiss Cottage, Jubilee line to Bond Street, 10 minutes on foot