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Selfridges has announced it will cut 450 jobs from shops as it faces its “toughest year” in recent history.

The department store giant told staff on Tuesday morning it plans to cut about 14% of its total headcount, as annual sales are projected to be “significantly less” than last year due to the coronavirus pandemic. 

In an email to Selfridges staff, managing director Anne Pitcher said the business had been forced to make “fundamental changes”.

“How we work, shop and socialise is changing. Of course, our high streets were changing rapidly before Covid-19 arrived,” she wrote.

“As a creative business at the forefront of retail, we have a proud history of leading the way. However, the speed and magnitude of what is happening right now and the impact on trading means we must make some more fundamental changes to our organisation to stay ahead and realise a more sustainable future.

“Like many others, we are feeling the effects and acknowledge that recovery will be slow, with sales this year forecast to be significantly less than they were in 2019. It will, without doubt, be the toughest year we have experienced in our recent history.”

She added staff would be provided with more information later in the week.