Strong emphasis on themed promotions and a relentless focus on the top end of the market have helped Selfridges report another set of robust trading figures.

While its High Street rivals struggle to maintain momentum, Selfridges saw sales jump 6% year on year in the first half of 2002.

Selfridges' finance director Peter Williams acknowledged that the company was not immune to the economic environment.

But, he added, "we feel we've got a differentiated offer with lots of new things happening."

Buoyed by its recent success, the London-oriented retailer is planning to boost its presence outside the capital.

Themes boost sales

Selfridges is planning to continue its recent run of theme-led events next spring with a month-long "Body Craze" promotion in May 2003.

The event follows the success of its this year's "Bollywood" theme and last year's "Tokyo Life" promotion.

Both lifted sales during the usually quiet trading periods by allocating floor space to themed events, limited products, and promotions.

More stores on the way

Selfridges is also planning a vast expansion of its Oxford Street store to include a hotel, gym, and office space.

The company said its third store in Manchester's city centre was on track to open in early September 2002.

Further new outlets are planned for Birmingham, Glasgow, Leeds, Newcastle and Bristol.