Selfridges opens Smartech Internet of Things area in-store

London department store Selfridges has launched a new dedicated Internet of Things (IoT) area in its store.

Described as ‘the UK’s first immersive tech hub dedicated to the newest and coolest tech products’, it opens from Friday July 22nd on the lower ground floor of Selfridges London, next to Apple Corner.

The IoT area has been developed in partnership with IoT provider Smartech and European consumer electronics distributor Bullboat.

With a team of knowledgeable professionals, Smartech will educate potential customers and help them to discover the latest IoT and connected devices with hands-on and interactive methods.

The first collection of brands will include stylish fitness trackers Misfit, the Bluesmart One smart suitcase that can track, weigh and lock itself, and ‘Drop’ – a connected kitchen scale and recipe app.

There’s also the Netatmo Welcome indoor security camera with face recognition, Nomad iPhone charging wallets and stands, the Ring smart doorbell and TrackRBravo – a coin-sized device that locates missing items, among others.

Selfridges hopes Smartech will help make its store "the primary destination for this new category of goods". 

“We wanted to provide our brand partners with a platform to help tell their story at retail," said Nathalie Bernce, Smartech CEO. “At Smartech we are taking products down from the shelves and building a transparent and passionate culture by providing our visitors with interactive POS, competitive pricing, and highly trained and knowledgeable staff.”

Staff in the area will be able to provide customers with curated product tours that can be booked ahead of time online.

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