Department store's e-commerce site to stock 10,000 lines, including leading home brands, with delivery offered anywhere in Britain.
Following the move onto the web by many of its competitors, Selfridges is the last major retailer to launch a transactional website. While the famous department store chain has long had a website, until now, customers were unable to purchase items from it.

The site will offer less than 10% of what is available in one of Selfridges' stores, however, the 8,000 lines available will include leading home and tabletop brands such as Kitchen Aid, Dualit, Magimix, Le Creuset, Miele, Dyson, LSA and Maxwell & Williams. Customers will also be able to browse Indian Ocean outdoor furniture and designer bed linen and furnishings.

The company is offering delivery to almost anywhere in Britain, extending its reach far further than its four existing department stores, which are based in London, Manchester and Birmingham. Customers will be able to order goods for delivery by carrier from £4.95 for standard delivery, to £15 for same day delivery within central London.

However, delivery is currently not possible to some areas, including Northern Ireland, Isle of Wight, Isle of Man, Jersey, Guernsey, Scilly Isles.

In a report by the Telegraph, a spokesperson for Selfridges said: "The site is head and shoulders above what our competitor department stores currently offer in terms of interaction, product selection and services. So, this is a net gain for customers everywhere in the UK, especially those who were not able to shop easily from Selfridges in the past."

The site will also include a regular blog from a panel of contributors and a product of the week section. To help launch the new site and get customers online, Selfridges London will play host to a 'glamorous' internet cafe throughout April.

Marketing director Sally Scott said: "We are very excited to offer a slice of Selfridges online. We will present the very best product while also creating a captivating and entertaining environment in which to shop - just like in our stores. We look forward to making the Selfridges online store increasingly addictive."