For over a century, Selfridges has been a symbol of luxury retail excellence. From its humble beginnings in 1909 to its current status as one of the most iconic department stores in the world, Selfridges has always been synonymous with sophistication, style, and innovation.



In this blog post, we’ll explore the fascinating history of Selfridges, from its founding by Harry Gordon Selfridge to its present-day status as a global destination for luxury shopping.

The Early Days

Harry Gordon Selfridge was an American entrepreneur with a passion for retail. After working for the famous Chicago department store Marshall Field & Company, Selfridge set his sights on London, where he dreamed of creating a new kind of shopping experience.

In 1909, Selfridge’s dream became a reality when he opened Selfridges on Oxford Street. The store was unlike anything London had ever seen, with its bright lights, spacious interiors, and wide selection of goods. Selfridge believed that shopping should be a pleasurable experience, and he designed Selfridges to reflect this philosophy. Selfridge was a master of marketing, and he used innovative techniques to attract shoppers, including elaborate window displays and celebrity appearances. One of his most famous marketing campaigns was the creation of the phrase “The customer is always right,” which he used to promote his commitment to excellent customer service.

From the beginning, Selfridges was a huge success. Customers flocked to the store to browse its extensive range of products, from high-end fashion to homewares and cosmetics. Selfridges quickly became a must-visit destination for London shoppers, and it established Selfridge as one of the most influential retailers of his time.

Selfridges in the 1920s

Throughout the 1920s, Selfridges continued to thrive. The store became known for its cutting-edge fashion, and it was one of the first retailers in London to introduce the new styles of the era, including flapper dresses and jazz-inspired clothing. Selfridge also had a keen eye for talent, and he hired some of the most famous designers of the time to work at Selfridges, including Elsa Schiaparelli and Norman Hartnell. Selfridges became a hub of fashion and creativity, and it was the place to be seen by London’s elite.

In 1927, Selfridges underwent a major renovation, which included the addition of a new rooftop restaurant and a cinema. The rooftop restaurant, known as the “Selfridge’s Roof Garden,” was a luxurious oasis in the heart of London, and it quickly became a favourite spot for the city’s socialites. The cinema, which was the largest in Europe at the time, featured state-of-the-art technology and luxurious seating, making it a popular destination for moviegoers.

Selfridges in the 1930s and 1940s

The 1930s and 1940s were a challenging time for Selfridges, as the store had to navigate the difficult economic and political climate of the era. Despite these challenges, Selfridges continued to innovate, introducing new products and services to keep customers engaged. One of the most significant innovations of this period was the introduction of the Beauty Hall, which offered a wide range of cosmetics and beauty products. The Beauty Hall became a huge success, and it helped to establish Selfridges as a leader in the beauty industry.

During World War II, Selfridges played an important role in the war effort. The store was used as a distribution centre for ration books, and it also provided jobs for women who  had been left unemployed due to the war. Selfridges also played a role in boosting morale, hosting events and offering discounts to service members.

1950s and 1960s

In the 1950s and 1960s, Selfridges underwent another major renovation, which included the addition of a new wing dedicated to homewares and furniture. The store continued to innovate, introducing new brands and products to keep up with changing consumer tastes. During this period, Selfridges also became a symbol of London’s swinging sixties. The store was frequented by celebrities and musicians, and it was often used as a location for photo shoots and films. Selfridges’ iconic yellow shopping bags became a status symbol, and the store’s reputation for luxury and style continued to grow.

The Modern Era

In the decades that followed, Selfridges continued to evolve, expanding its range of products and services and embracing new technologies. In 1998, Selfridges was acquired by the Canadian retail company Galen Weston, who invested heavily in the store, refurbishing its interiors and introducing new designer brands. In recent years, Selfridges has continued to push the boundaries of luxury retail, launching innovative initiatives such as the “Project Earth” sustainability program and the “Buy Better” campaign, which encourages customers to make more conscious shopping choices.

Today, Selfridges is more than just a department store – it’s a cultural institution. The store hosts exhibitions, events, and pop-ups, and it has become a destination for tourists and locals alike. With its iconic yellow facade and its reputation for luxury and innovation, Selfridges continues to be a symbol of excellence in the world of retail.

Selfridges’ legacy is a testament to the power of innovation, creativity, and dedication to customer service. From its early days as a visionary department store to its present-day status as a global destination for luxury shopping, Selfridges has always been at the forefront of the industry, setting trends and raising standards. As we look to the future, it’s clear that Selfridges will continue to play a pivotal role in shaping the world of luxury retail. With its commitment to sustainability, diversity, and innovation, Selfridges is leading the way for a new generation of retailers, one that is focused on creating a more conscious and equitable world.

Whether you’re a fashion lover, a beauty buff, or simply someone who appreciates the finer things in life, Selfridges is a store that has something for everyone. With its rich history, iconic status, and unwavering commitment to excellence, Selfridges is a true testament to the enduring power of luxury retail.