Selfridges is to remodel the technology department at its flagship Oxford Street store to emphasise top-end branded merchandise.

The technology department is in the store’s basement and will be de-cluttered to enhance its branded products, particularly laptops.

The new look has been created in-house and is expected to be completed by October. A Selfridges spokeswoman said the redesign would create more open space to showcase the branded products.

The move is being spearheaded by Richard Jones, who was recruited by Selfridges last year as its first technology buying manager.

At present, there are no plans to revamp the technology departments at the retailer’s regional stores.

Selfridges’ initiative at its London store comes as retailers such as Sainsbury’s, Tesco and Marks & Spencer continue to roll out technology areas in an effort to compete with dedicated electricals retailers.

Fashion giant Next revealed a technology department at its homewares store in Trafford Centre’s Barton Square area earlier this year.

Iconic London retailer Harrods is refurbishing the menswear department at its world famous Knightsbridge store, but no completion date has been confirmed as yet.