Ever wondered what it takes to get your product on the shelves at one of the UK’s most iconic department stores? Adrian Boswell, Senior Buyer at Selfridges, a seasoned professional in the retail industry, has dedicated over two decades to shaping exceptional customer experiences in the premium food and hospitality sector. With a keen eye for trends and a strategic approach, Adrian has played a pivotal role in the success of one of the world’s most renowned department store. He generously shared his insights with us recently telling how he got started to what he looks for in a brand, here’s what we learned…..

How did you become a buyer for Selfridges? 
“Through being open to development and growth, but it certainly was not I had planned. I began as a Fishmonger, after 3 years I had the opportunity to move into retail admin. Following that role, I moved into supply chain and merchandising. I was fortunate enough to have a leader who saw my potential, and was offered a role as his Buyers admin, and the journey continued from there.”

Do you buy for specific sections, and how many food and drink buyers are there? 
“Yes, I am the Buyer for Chilled, Wellness and I also manage our Prepared Food Concessions. We are a team of 8, each responsible for different categories.

What does a typical week look like for you? 
“On Monday, we start with the numbers, review the previous week, set actions for the week ahead, while always keeping a focus on the medium to long term projects. There are a variety of reoccurring internal meetings across the week with the wider stakeholders to ensure we are aligned on campaigns and seasonal launches. Friday is a day we tend to review samples we have received.”

“Outside of that, expect the unexpected!”

What really matters when choosing new products or brands? 
“The most important thing for us is always quality, but there are other factors which we would expect to be place. Brand/Founder story is always key, what’s your why? How do you give back? What can you offer that’s different from the brands we currently stock? Our customers come in and they expect to see something they have not seen before, something the provides an experience.

Who is the Selfridges customer? 
“I believe our founder Harry Gordan Selfridges coined the phrase, “Everyone is welcome”. This has inspired our latest statement of being “open to the world”. In my opinion, that’s the magic of Selfridges. For me, our customers are a mix of people from all walks of life, however, what they do share is a love for creativity, experiences and something which will inspire

How can producers put themselves in the best possible position to pitch to one of the Selfridges buyers? 
“Think about your whole proposition. How do you envisage your brand, and how do you see it aligning Selfridges current range?” “Understand your category, how is it performing? Who is currently doing it well? How will you compete? Food & drinks are a competitive space, so how do you plan to stand out from the crowd?

“That being said, where most brands require improvement, is with compliance. Labelling, allergens, nutritional information, shelf-life testing, without this in place we will not be able to launch a brand, no matter how good it is.”

What’s the supply process like for food brands? 
“Typically, we will request a brand deck for review. If we are still interested after reviewing, we will request samples. Providing we are happy with the quality of the product and the branding, we would arrange a meeting. Personally, I prefer to meet in person but appreciate this is not always possible.”

If all is well after this stage, brands would need to go through our compliance procedure, and conversations continue once the range has been approved by our compliance team. At that point, it’s the commercial negotiations. Once the commercials are agreed, then we can focus on what the launch.

Should I build brand awareness before pitching to Selfridges? 
“Yes, I believe this is important. I feel every brand should be out there doing their thing and finding their tribe.”

Any advice for improving Rate of Sale (ROS) in-store? 
“This is where building brand awareness and finding you tribe is key. We do not operate like supermarkets, so there is no opportunity for brand POS. Sampling is always a great way to connect with customers and tell your story and off course social media is an important part of the puzzle.

If you’re an ambitious food or drink brand looking to break into high-end retail, Adrian’s advice is clear; know your category, think about the experience, build your presence, and above all, look for opportunities to be part of something bigger.