Apple Premium Reseller Square Group is to open a concession within Selfridges & Co on London’s Oxford Street.

Square at Selfridges will open on Saturday 1 October in the Technology Hall on the lower ground floor of the famous store, selling Macs, iPhones, iPads and iPods plus a wide range of third-party accessories.

Experts will be on hand to offer buying and set-up advice, and everyone who spends more than £50 at Square at Selfridges will be given a special Selfridges gift box containing a prize.

The top prize is an 11-inch MacBook Air, and other prizes will include Apple TV’s, Selfridges gift cards, Jawbone products, Aiaiai headphones, some Capulet sleeves and many more, Square Group said.

Darren King, owner of Square Group, said: "We’re very excited to be opening at Selfridges, recently voted best department store in the world. We can’t wait for the public to see our amazing new flagship store."