Selfridges has taken the first steps to launching its ‘ultra-luxury’ Wonder Room online by selling Cartier on its website from this week.

The premium department store launched a click-and-collect service for Cartier products on Tuesday on a Wonder Room branded page from the main Selfridges site. The launch is being used as a pre-cursor for other luxury brands trading on Selfridges’ website.

Upmarket brands have traditionally been reluctant to sell online because they have felt unable to replicate the luxury environment shoppers receive in their stores. This has hindered department stores in particular.

Selfridges is the first department store on which Cartier has traded online. It is selling watches, jewellery, accessories and leathergoods on with products including its Ballon Bleu de Cartier gold and diamond watch on sale for £28,800.

Selfridges is aiming for all brands within the Wonder Room, which is a dedictated section of its Oxford Street flagship, to be available to buy on its website. It is thought customers will be able to receive the luxury goods ordered online by both collecting in-store and via home delivery.

Selfridges multichannel director Simon Forster said: “Launching Cartier online through this bespoke click-and-collect service is a milestone in the development of our multichannel proposition.”

A spokesperson for Cartier said: “This is the first partnership of its kind for both Cartier and Selfridges, providing an opportunity for clients to purchase online but still experience the magic of the legendary Cartier red box. Clients will come into the boutique to pick up their purchase and still receive the same level of service expected if you were to buy direct in-store.”