An award-winning Aberdeenshire butcher’s has opened a shop within Selfridges Food Hall on London’s Oxford Street, just in time for Christmas shoppers.

Donald Russell, a Scottish butcher and fine food producer based in Inverurie, is celebrating its first-ever physical retail presence by opening a counter at the iconic UK retail landmark.

Established in 1974, Donald Russell has been supplying award-winning meat and fine foods to hotels and restaurants worldwide, and to homes across Britain, for 50 years.

The renowned Scottish butcher, known for its uncompromising standards and dedication to sourcing only the finest produce, will bring its celebrated range of premium meats to the heart of London’s shopping district and Selfridges customers just in time for Christmas.

A skilled team of local butchers, led by Donald Russell’s team with 50 years of tradition and expertise in craft butchery, are on hand at the counter located on the ground floor of the Oxford Street store to hand-craft customers’ requests.

The unique range offers hand-selected grass-fed and dry-aged British and Scotch beef, Scotch lamb, and prime cuts of pork. The beef is aged in-store on the bone for up to 35 days using their state-of-the-art dry-ageing chamber.

Ken Clow, CEO of Donald Russell said: “We are delighted to be involved with such an iconic British institution and we are very excited to open our first butchery counter on one of the world’s most prestigious high streets.

“Selfridges is synonymous with quality and service, and with over 50 years heritage in craft butchery, we look forward to bringing this theatre and expertise to their customers.”

A wide range of poultry is also available in-store, supplied by Herb-Fed Poultry, who produce free-range, herb-fed poultry at their family farm in North Yorkshire.

Their Christmas range, including two-star Great Taste award-winning Beef Wellington, KellyBronze Bred to be Wild Turkey, and the best of Scottish game, is also available to pre-order from the counter now.