New Ground at Selfridges

This New Year we launched a sustainable and ethical coffee shop pop up in The Corner Shop at Selfridges. We are open in store from 6th January with an exclusive Selfridges blend


The pop up is situated in The Corner Shop and will open from 7.30am Monday-Friday ahead of store opening, and during usual store opening hours at weekends. Customers can choose from a menu of ten coffees, each with an optional shot of CBD oil. Tea, hot chocolate and breakfast pastries are also on offer. All drinks come in specially designed coffee cups, with a recycling unit at the pop up. All deposited cups will be turned into Selfridges yellow Kraft paper shopping bags.  


The pop up forms part of Selfridges’ Happy New Decade creative campaign, presenting unexpected ways to make sure the new-gen ‘20s are roaring not boring. For the first three months of the year, customers are being encouraged to laugh, enjoy and reset. The Corner Shop also features a partnership with Highsnobiety, presenting ‘The Co.Lab’, a retail concept showcasing curated product drops and exclusive collaborations. There’s even a 5m tall yellow slide to enjoy.


Louise Allen, Selfridges Food Buyer, says: “This is a very exciting collaboration for us, and a great way to kick off our Happy New Decade campaign. Not only are New Ground experts in crafting great coffee that’s ethically traded, the team are doing brilliant work to help ex-offenders to transform their lives. We have selected an exclusive Selfridges blend which is being served at The Corner Shop and is also available to purchase in a ground format along with other New Ground single origin coffees both in our Foodhall and online.”


The pop up is open from Monday 6th January until Sunday 9th February at The Corner Shop, located on the Ground Floor of Selfridges London. The ground coffee is available at Selfridges London and 

  • Black Facebook Icon
  • Black Instagram Icon

New Ground Group Ltd. Registration number 11446945.