North42 launched in Selfridges Birmingham on October 1st 2019. Sam Watts, the General Manager was first to purchase a bottle, who else would it be? Supported by a Pop-Up bar, the product sold out in the first weekend of being in store. Selfridges quickly wanted the product listed in the Manchester and London stores as well as online. This was mind-blowing as it was selling higher than other brands in the store

Throughout this North42 started to gained coverage in local and regional press and retail and drinks industry publications. There were many articles celebrating two creative and driven women in business who have realised their passion in the creation of North42. On Boxing Day 2019, North42 was shown on ITV Central news with Sally and Joanna sharing their story nationally which gained even more attention and exposure.