Selfridges Birmingham will add an exciting new bakery destination to its store this month, bolstering the store’s eclectic line up of eateries.


Medicine, an artisan bakery and kitchen born in the West Midlands, will open its newest branch on the first floor of the Selfridges Birmingham store on 23 November, offering a selection of delicious fresh pastries to eat in and take away, alongside a brand-new brunch menu and cocktail list.

The popular independent bakery opened its first site in Codsall in 2011. Since then, it has expanded its offerings across four more locations: The Chubb Building in Wolverhampton, the Mailbox and New Street in Birmingham, and more recently, The Crown Joules Pub in Codsall.

Medicine developed a cult following through a carefully curated menu of ethical products and a daily fix of cultural inspiration. While each site offers something slightly different to the Medicine experience, all are built around the same values: passion, innovation and creativity. Its new venture in Selfridges will be no different.

As well as the iconic Medicine cake counter and exciting new brunch menu, the Selfridges site will also serve handcrafted cocktails and exclusive sweet treats. Menu highlights include a weekly rotation of special Cronuts, pastries, homemade cakes, brownies and bakes, plus a selection of salads and grilled sandwiches. The all-day dining section will also feature a range of delicious larger plates – including the indulgent Chicken & Leek Croissant Pie – chicken and creamed leeks in a croissant pie case with a croissant pastry lid.

Simon Jones, owner of Medicine Bakery, spoke highly of the new partnership with Selfridges: “We are absolutely thrilled to be collaborating with Selfridges, a name synonymous with luxury and innovation. This collaboration is particularly exciting for us as we’ve recently expanded our Medicine family with the launch of two new sites in the last 12 months.” He continued, “Teaming up with Selfridges is a testament to our commitment to delivering a unique experience to everyone who steps through the doors at Medicine, demonstrating Medicine as a beacon of artisanal excellence.”

Sam Watson, Selfridges Birmingham General Manager, said: “Like most Birmingham residents, Medicine is a one of my staple foodie spots in the city. We’re so thrilled to welcome Simon, Francesca and their team to our store. Medicine’s artisan menu has been handcrafted with artistic flair using local, seasonal ingredients – it perfectly embodies everything we strive for here at Selfridges. We can’t wait to welcome guests later this month and are sure the all-day dining menu will be a hit for those enjoying a visit to Selfridges Birmingham.”