IoT retail revolution begins at Selfridges

Called Smartech, the technology hub will provide consumers with a wide range of IoT devices and connected products under one roof

LinkedIn Twitter Facebook
A simulation of how Smartech will look
A simulation of how Smartech will look

Bullboat and Selfridges create a unique, immersive shopping experience

The launch is evidence of consumers' growing appetite for IoT devices and products

Trained staff will provide curated product tours to help shoppers understand the technology

Consumer electronic products distributor, Bullboat, is launching what it claims is the UK’s first technology hub in partnership with Selfridges in London this weekend (23rd July).


Called Smartech and located on the lower ground floor of the store, it will house a unique collection of innovations, Internet of Things (IoT) devices and connected products from the tech industry. With John Lewis having launched a Smart Home department in its Oxford Street, London, branch earlier this year, it is further evidence of the consumers’ growing appetite for and adoption of the IoT and connected products.


As well as sell products, Smartech aims to provide consumers with “an immersive in-store experience” to educate and inspire, with customers able to interact with, discover and understand the latest technology.


“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.”


Smartech explains that its first collection will be an eclectic mix of 10 brands, ranging from travel essentials to smart home devices. Previously, many have only been available online.


They will include: Bluesmart One, a smart suitcase that can track, weigh and lock itself; Drop, a smart kitchen scale and recipe app; Micro Drone 3.0, a palm-sized customisable drone; Misfit, leaders in the area of fashionable sleep and fitness trackers; Moov Now, a learning and coaching fitness tracker; Netatmo Welcome, an indoor security camera with face recognition; Nomad, a range of iPhone charging wallets, pods and stands; Prynt, a smartphone printer and phone case that makes photos come to life, allowing you to relive memories in motion; Ring Video Doorbell, a smart doorbell with video and microphone to see, hear and speak with visitors from anywhere; and TrackR Bravo, a coin-sized device to locate missing items.


Highly trained staff will provide curated product tours that can be booked ahead of time online, to deliver the ultimate brand experience and help to make Smartech in Selfridges the primary destination for this new category of goods. Brands selling products in Smartech can customise the information and training staff receive so they’re equipped to address every selling point.


Smartech is located on the lower ground floor of Selfridges London next to Apple Corner.


For more information visit



LinkedIn Twitter Facebook
Add New Comment