What: Selfridges expands Quiet Hour program across all stores, making neurodiversity support a permanent retail feature.

Why it is important: With one in seven UK residents being neurodivergent, this initiative addresses an underserved market segment while setting new standards for retail accessibility.

During Neurodiversity Celebration Week, Selfridges has significantly expanded its accessibility initiatives, transforming its weekly Quiet Hour into a daily feature across all stores. The program, which includes lowered music and switched-off screens to create a calmer shopping environment, will now run every weekday from 10am to 11am, becoming permanent in Manchester and Birmingham locations. This expansion builds upon the success of their 2022 initiative and demonstrates the retailer's commitment to addressing neurological differences in retail spaces. Beyond physical adaptations, Selfridges is fostering internal awareness through their Thinking Differently community and hosting educational events, including a virtual Chat For Change with neurodiversity consultant Tania Martin. This comprehensive approach aligns with their refreshed "Open To The World" DEI strategy, continuing the inclusive legacy established by founder Harry Gordon Selfridge in 1909.

IADS Notes: Selfridges' expansion of Quiet Hour reflects a broader retail shift toward neurodiversity support. Westfield London's February launch of a permanent sensory room and Walmart's November implementation of sensory-friendly hours across U.S. stores have already proven successful. The initiative aligns with luxury sector trends, where brands maintaining strong inclusion commitments saw increased engagement. Research shows 70% of shoppers prefer personalized retail experiences, suggesting neurodiversity initiatives serve both social responsibility and business growth.

The initiatives making inclusivity key at Selfridges