London-based clothing and alterations app Sojo has returned to Selfridges Oxford Street, as it opens its first permanent concession in the luxury department store.
Sojo is designed to connect shoppers with local seamster businesses and will now offer repair and alterations from the concession, located within the womenswear department on the third floor.
Consumers will be able to book appointments or simply walk-in, with services including hem adjustments, zip repairs, denim patching and knitwear restoration available. Prices will start at £5.
While the concession will have Sojo tailors on-site, the clothing repair and alterations platform said that most services would be completed at its East London studio. Shoppers can choose to collect their repaired items from store, or home delivered via Sojo’s emission’s free delivery service within one week.
Josephine Philips, founder and chief executive of Sojo, said: “We had the most incredible engagement and uptake when we had our one month pop-up at the Selfridges corner shop last year and I’m really excited that we’re now back with a permanent concession to be able to provide an in-person repair and tailoring experience at the heart of London’s retail.”
The repair and alteration partnership is part of Selfridges’ wider sustainability efforts, which will see half of its interactions with customers based on resale, repair, rental or refills by 2030.
As part of its Project Earth strategy, launched in 2020, it has already facilitated 28,000 repairs, more than a third of which were pairs of trainers, in its effort to operate in a more environmentally sustainable way.
Selfridges also offers repair services outside of London, at its Birmingham and Manchester stores. It has worked to make booking such repairs easier online.
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