Contemporary womenswear brand Atelier Ninety Five has officially debuted in physical retail, marking a significant milestone with an exclusive launch at the iconic Selfridges store in London. The opening, which took place on May 7, 2026, places the premium-priced label within one of the UK's most prestigious department stores, offering its collections to a globally-sourced luxury audience.
This move into brick-and-mortar retail represents a defining business moment for Atelier Ninety Five and its founder, Melissa Bell. "Launching into Selfridges is incredibly exciting and honestly quite surreal," Bell stated. "It's always been a place I've admired — from shopping there with my first pay cheque to now seeing the brand on the floor. The idea of someone walking out with Atelier Ninety Five in that iconic yellow bag genuinely means everything."
A Curated Aesthetic for a New Audience
The exclusive edit at Selfridges showcases Atelier Ninety Five's signature aesthetic, which masterfully balances structured tailoring with softer, more directional pieces from its Spring/Summer 2026 collection. Key items featured include intricate lace co-ords, sculptural draped jersey pieces, relaxed tailoring, elegant satin gathered tanks, and sharply tailored linen trousers. This curated offering is designed to encapsulate the brand's core philosophy of "Rework. Restyle. Rewear."
Bell emphasized that the selection was intentionally kept tight, focusing on hero pieces that truly embody the brand's essence. This disciplined approach ensures that each garment feels purposeful, allowing customers to fully experience Atelier Ninety Five's design identity without feeling overwhelmed. Selfridges is the brand's first and only retail partner, a strategic choice that underscores the brand's commitment to a high-impact debut.
Growth and Future Aspirations
The launch into Selfridges follows a period of substantial growth for Atelier Ninety Five. The company reported a 52% increase in sales over the past year, with a remarkable 238% rise in website sessions, a 49% increase in order numbers, and a 66% uplift in returning customers. Several pieces from the brand have already achieved sell-out status, including its popular suede bomber jacket and oversized trench coat, highlighting strong consumer demand.
"This is just the beginning," Bell added. "To launch here, in a space that represents what's next in fashion, feels like the perfect place to start. I'm so excited for what the future holds." The brand's strategic entry into a prime retail location like Selfridges is expected to further propel its visibility and appeal within the competitive fashion landscape.
The debut at Selfridges London signifies more than just a new retail channel; it represents Atelier Ninety Five's ambition to establish itself as a significant player in the contemporary womenswear market. By aligning with a retailer known for its curated selection and trend-setting environment, the brand is well-positioned to attract a discerning clientele and solidify its presence in the UK fashion scene.