DIRTEA is boosting its commercial partnership with Selfridges by launching a pop-up and announcing it as the initial exclusive nationwide retail partner for the functional mushroom brand’s new Gummies.

The pop-up is open until September at the London store, where consumers can sample DIRTEA Gummies via weekend sampling, which is also taking place at Selfridges stores in Manchester Trafford and Birmingham.

The four-strong collection comprises: Lion’s Mane for focus; Cordyceps for performance; Chaga for energy; and Tremella for beauty.

The pop-up, located in the Feel Good Bar, will also showcase the brand’s pure mushroom extract powders and Super Blends.

“we are setting a new standard in retail, integrating wellness into the core shopping experience”

“As wellness becomes a top priority for consumers, together with Selfridges we are setting a new standard in retail, integrating wellness into the core shopping experience, reflecting Selfridges’ vision of innovation and sustainability and DIRTEA’s dedication to leading the wellness movement. To date, our retail partnership with Selfridges has been incredibly fruitful and we’re excited to watch this partnership develop in what promises to be a very exciting year for DIRTEA.”