Department store group Fenwick has expanded its association with Danish fashion brand Selected, launching a new nationwide collaboration that’s “rich [in] digital and social content”.

The omnichannel activation, which appears across all eight Fenwick stores, “marks a significant moment” between the two, “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”.

Rooted in Scandi minimalism, the brand continues to create “versatile, elevated wardrobe essentials designed for everyday life” with 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”.

Launching alongside Selected’s ‘Wardrobe Reset’ campaign, the activation rolls out across the Fenwick locations, brought to life through window takeovers, refreshed shop fits, and a programme of in-store styling moments and customer events, they said.

The physical activations will be supported by Fenwick’s digital platforms and social channels, with curated content designed to highlight the collection’s, “styling approach and campaign storytelling”.

So the partnership will feature a customer event at Fenwick Newcastle on 11 February featuring 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.

Leo Fenwick, partnerships director at the family firm said: “Selected is a natural partner… 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 [the brand’s] clean Scandinavian aesthetic bringing a fresh perspective to our fashion offer. Alignment between our brand values and partner environments is central to our long-term partner strategy.”

Riisberg also said: “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.”