Selfridges is launching more than 80 new own-label lines next month as part of its strategy to grow the range to about 500 products by 2017.

Fifty eight new products and 29 upgraded lines with bespoke recipes will roll into store from 15 September under the Selfridges Selection label, with a further 23 being launched for Christmas. The company is also overhauling its entire hamper selection.

New and improved recipes include a new range of British honeys, British salted caramel chocolate biscuits, pink peppercorn and poppy seed savoury biscuits, artisan orange & bergamot marmalade, and a range of traditional tea and herbal infusions. Selfridges has taken on five new artisan suppliers as a result of next month’s new launches, including The London Honey Company and Dorset-based Olives et al, as well as stocking more products from existing suppliers such as Hillside Foods, Nevis Bakery and Farmhouse Biscuits.

The new launches come less than a year after the retailer kicked off the first stage of its own-label expansion, which saw it add 60 new and improved lines.

Following last year’s revamp, sales of Selfridges Selection grew 27%, led by strong confectionery sales, up 110% year on year. Selfridges was now keen to build on this, said director of food Nicola Waller. She admitted the ambition to hit 500 own-label lines by 2017 was “large” but said there was no reason why it could not deliver on it. “We’re seeing signs of growth in all areas and are comfortable we will see double-digit sales growth,” she added.

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