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On This Day: Luxury department store Selfridges opens in London

Selfridges encouraged shopping for pleasure rather than necessity...

On This Day: Luxury department store Selfridges opens in London

March 15, 1909: Selfridges first opened in London's Oxford Street.

Commonly known as the "the world's most beautiful store', the grand building boasted large windows and impressive columns and was built to be different from existing British retailers of the time.

Founded by Harry Gordon Selfridge, the American had a powerful understanding of the importance of publicity and reportedly spent £36,000 on advertising in the first week.

In an advertising flyer for the opening of the department store an invitation was extended to "the whole British public and to visitors from overseas.. all are welcome" - making it clear the shop was not to be the reserve of the upper classes.

[Related: Top five things you didn’t know about Mr Selfridge]


The publicity campaign worked and the anticipation for the grand unveiling proved to be so strong that thirty police officers were required to hold back surging crowds on the first day.



Masterminded by Mr Selfridge, who is said to have first uttered the famous phrase "The customer is always right", Selfridges encouraged shopping for pleasure rather than necessity.

Shoppers were encouraged to stay in the building as long as possible, enjoying luxurious restaurants, a library and a Silence Room, and were serviced by employed 1,400 staff.

The building was expanded over the years, making it the second largest department store in the UK after Harrods.