Figure 1.--This white sailor suit has a Selfridges label. I'm not sure when it was made. Click on the image for details about the garment.

Selfridges is a major British department store. There are large stores in both London and Birmingham/Manchester. The store was founded by Gordon Selfridge. He pened his store on Oxford Street, London, in 1909. Selfridges was not one of the early English department stores, but it was an inovative stores at the time. Selfridge opened a store with carpets rather than linoleum floors. His idea was to genuinely welcome people into his new store. Even brousers who bought nothing were welcomed. Selfridge encouraged his customers to "make a day of it" at his store. He clearly recognized the importance of women shoppers. From the beginning there was a major emphasis placed on cosmetics and beauty products. Selfridge took pains to make them feel at home. Selfridges in 1927 Selfridge's produced a series of children's books, as far as we know the only department store ever to do so. There was Selfridge's Schoolgirl's Story Book. Presumably there was a comparable boys volume. And there is even a wonderful TV series about Selfridge's and Mr. Selfridge.

The Store

Selfridges is a major British department store. There are large stores in both London and Birmingham/Manchester.

Foundation

The store was founded by an American, Gordon Selfridge. He opened his store on Oxford Street, London, in 1909. Selfridges was not one of the early English department stores, but it was an inovative stores at the time. Selfridge wanted to make shopping into a recreational activity. Modern women embrace this concept, but it was quite revolutionary in Edwardian Britain. Selfridge opened a store with carpets rather than linoleum floors. His idea was to genuinely welcome people into his new store. Staff were hired and trained with the new concept. Even brousers who bought nothing were welcomed. Selfridge encouraged his customers to "make a day of it" at his store. He clearly recognized the importance of women shoppers. From the beginning there was a major emphasis placed on cosmetics and beauty products. Selfridge took pains to make them feel at home. The store was an instant success. Shoppers especially women came to the store in large numbers when news of the merchandize speead. Merchandize appealing to women, especially cosmetics and perfume were easily obtainable. There was even music for the shoppers. Browsing was encouraged and in the large store a shopper could easily spend an entire day.

Modern Status

Selfridges was merged with the the U.K. Sears group in 1965. Selfridges in 1997 was demerged from Sears and was given a separate listing on the London Stock Exchange in 1998. The Company currently retails branded fashion and home merchandise through two stores - the original in Oxford Street and another in Manchester, which opened in 1998. As well as general retail, the two stores also offer a variety of services such as alterations and repairs, bridal services, restaurants and travel centres. The stores stock over 3,000 brands and combined have 17 restaurant bars and cafes.

Clothes

Selfridges clothes departments specialized in offering old all manner of goods, including hard to find items.

Children's Books

Selfridges in 1927 Selfridge's produced a series of children's books, as far as we know the only department store ever to do so. There was Selfridge's Schoolgirl's Story Book. Presumably there was a comparable boys volume. The books were annuals in the tradition of the "Boys' Own" papers and books.

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Created: April 30, 2003
Last updated: April 30, 2003