Following a successful trial run in its flagship Oxford Street branch last year, Marmite is rolling out its pop-up store concept to all Selfridges outlets.
The Unilever brand will have dedicated shops in the London, Birmingham, Manchester and Trafford stores. Over 150 branded products will be on sale including the Marmite chocolate range, tableware, cufflinks and stationery.
The design of the stores - created by Hot Pickle branding agency - will focus on the 'great British breakfast table', according to Marketing magazine.
Over a 12-week trading period, a variety of Marmite-themed events will be held, while the London store will also have a comments wall.