Functional smoothie bar, Elevate, is set to open their second location today in The Foodhall on G at Selfridges London. This opening will bring the City’s viral functional smoothie bar central, to the very heart of London’s shopping district featuring a new only-at-Selfridges smoothie. Elevate was founded in 2025 by Julia Baldet, who was inspired to create a functional beverage brand whilst struggling to fit personal wellness into her life whilst working in private equity. Julia eventually quit her finance job, worked as a barista and secured a £400k pre-seed round to open Elevate’s first location in Bank last summer.
Since its initial June 2025 opening, Elevate has seen unprecedented success, selling more than one smoothie a minute during peak hours within weeks of opening, quickly garnering tastemaker and celebrity fans, as well as a diverse and loyal customer base. For Elevate, a Selfridges space feels like a natural expansion, bringing everyday luxury wellness to an iconic London landmark of luxury lifestyle.
Elevate’s Selfridges location will serve their widely loved, nutritionist designed menu from their Bank location, including their best sellers – The Glow and Lean Berries (starting at £8.90). The new location will also serve Elevate’s exclusive black and yellow Selfridges smoothie, containing functional ingredients such as collagen, hyaluronic acid, biotin, vitamin C and charcoal, priced at £9.90.
Elevate’s new smoothie bar at Selfridges London will follow the clean, minimalist aesthetic that their Bank location has become known for. The bar’s sleek design takes cues from a modern wellness lab, taking on a minimalist and functional look. Using stainless steel and clean surfaces, Elevate’s space feels precise and forward-thinking.
Julia Baldet, founder of Elevate, shares: ‘Opening in Selfridges feels incredibly special for Elevate. Less than a year ago we launched our first location with a simple idea: wellness should fit into real life, not feel like another task on your to do list. Selfridges has always been a destination for the best in fashion, beauty and lifestyle, and we’re excited to bring functional nutrition into that space.’
