History

Harry Gordon Selfridge — an American retail visionary who had previously worked at Marshall Field's in Chicago — opened Selfridges on Oxford Street in London on 15 March 1909. The store was a revolutionary concept for British retail: where most department stores of the era kept goods locked in glass cases and treated customers as interruptions, Selfridge made the shopping experience itself the attraction. His motto — 'the customer is always right' — and his theatrical approach to retail, including window displays designed to draw crowds, transformed how department stores operated.

The Store

The Oxford Street flagship occupies over 50,000 square metres across five floors. Selfridges is renowned for its fashion offering — from the iconic Fashion Hall to mono-brand spaces for the world's leading designers — and for its adventurous retail strategy, which has included pop-up events, collaborations and cultural programming that blur the line between retail and entertainment. The beauty hall, with its long counters and expert beauty advisers, is one of the most visited retail spaces in London.

Fashion & Brands

Selfridges carries a broad spectrum of luxury and contemporary fashion, from Hermès and Chanel to emerging British designers. The store is particularly known for its commitment to new talent and its willingness to champion brands before they become mainstream. The accessories hall is exceptional, covering bags, shoes and jewellery from the world's leading luxury houses. Watches and fine jewellery are presented in a dedicated space on the upper floors.

Online

Selfridges.com offers a comprehensive selection of the in-store range, with strong coverage in fashion, beauty and homeware. The site ships to over 130 countries. Click-and-collect is available at all Selfridges stores (London Oxford Street, London Trafford Centre, Birmingham and Manchester Trafford Centre).