Your life might well be saturated with acronyms as it stands, but if there's one that most of us would gladly adopt into our vernacular it's VVSP—Very Very Selfridges Person. As of earlier this month, these four letters will grant you full access to 40 Duke, a 25,000 square-foot haven that blends personal shopping, cultural programming and a social space in Selfridges London.
This is quite a moment for retail. 40 Duke marks the brand's most significant capital investment in a decade, which opens a window into just how important the customer experience—and customer loyalty—is to an industry where retention is everything.
