From 13 January 2026, SELECTED and Fenwick expand their partnership with a nationwide omnichannel activation designed to immerse customers in the brand across all eight Fenwick stores, supported by rich digital and social content.
The partnership marks a significant moment in the ongoing collaboration between the two brands, reinforcing SELECTED’s growing presence in the British market through the UK’s largest chain of family-owned departments stores, while connecting physical retail with digital storytelling and social engagement.
Founded in Denmark in 1997, SELECTED is known for its contemporary Nordic approach to menswear and womenswear, blending clean design, quality craftsmanship and modern tailoring. Rooted in Scandi minimalism, the brand creates versatile, elevated wardrobe essentials designed for everyday life. Key pieces across the collections include refined tailoring, premium knitwear, elevated denim and modern outerwear, designed to move seamlessly between work, leisure and social moments.
Rolling out across Fenwick locations, the partnership will be brought to life through SELECTED window takeovers, refreshed shop fits, and a programme of in-store styling moments and customer events. These physical activations will be supported by Fenwick’s digital platforms and social channels, with curated content designed to highlight SELECTED’s
Leo Fenwick, partnerships director at Fenwick, says: “SELECTED is a natural partner for Fenwick, sharing our commitment to quality, considered design and accessible modern style. The partnership reflects a sense of refresh and optimism at the start of the year, with SELECTED’s clean Scandinavian aesthetic bringing a fresh perspective to our fashion offer. This collaboration strengthens our fashion strategy through a nationwide omnichannel activation, delivering a seamless customer experience across physical and digital channels.”
“Alignment between our brand values and partner environments is central to our long-term partner strategy. Fenwick is a highly valued partner, the brand campaign and expanding our branded spaces together marks an important step in positioning SELECTED even stronger in the UK market.” says Søren Riisberg, Head of the Northwest Sales Region at SELECTED.
Launching alongside SELECTED’s Wardrobe Reset campaign, this activation sets a clear and purposeful tone for the start of the year. Drawing inspiration from Scandinavian simplicity, the campaign promotes a mindful approach to everyday style. It will be consistently showcased across store environments, digital platforms, and social media through The Nordic Signal, a minimalist Scandinavian visual identity designed to deliver a calm and cohesive experience across all customer touchpoints.
Together, SELECTED and Fenwick deliver a refreshed and elevated omnichannel retail experience, combining strong brand storytelling with engaging physical and digital moments across the UK. The partnership will be celebrated with a customer event at Fenwick Newcastle on Wednesday 11 February 2026, hosted in The French Salon. The event features an informal talk and styling moment centred on SELECTED’s new season, alongside an arrival drink, Nordic-inspired canapés, DJ and curated gift bags. The styling event includes a panel with Søren Riisberg, Head of the Northwest Sales Region at SELECTED and Fenwick Head of Buying, Victoria Claridge. Tickets will be priced at £15 and fully redeemable against SELECTED product, offering customers an immersive introduction to the collaboration in-store.
