Eight historic department stores in London…1. Selfridges…
November 2, 2016
Christmas lights are appearing already and shop windows are being unveiled. So in the lead-up to the yuletide celebrations this year, we’re taking a look at eight of London’s most historic department stores.
To kick it off, we’re looking at how it all started for Selfridges, the department store started by American Harry Gordon Selfridge and made famous, in recent times, as the setting for the TV series, Mr Selfridge.
Selfridge, who had been born in Wisconsin in the US, formed the company Selfridges & Co in 1906, having made his way to London from Chicago where he had been extensively involved in the department store Field & Leiter (later Marshall Fields) rising to become a junior partner in the business (he had, after leaving Marshall Fields, apparently subsequently opened his own store in Chicago but not wanting to compete with his former employees, decided to head for London).
As well as drawing on his own resources, he was backed by Samuel Waring of furniture makers Waring & Gillow, who did so on condition that he not sell furniture in his store, a condition respected long after W&G had ceased trading.
Work began on his new purpose-built neo-classical department store at 400 Oxford Street soon after. Featuring rows of columns and taking up a whole block, it was designed by American architect Daniel Burnham whom Selfridge knew from Chicago and wasn’t fully completed until 1928. As mentioned in a previous post, an idea for a colossal tower on the building was never realised.
The grand opening was held on 15th March, 1909, and, a master of the theatrical, Selfridge’s publicity campaigns had ensured a crowd and as many as 30 police officers were apparently required to help hold back the crowds.
Known to his staff as The Chief, Selfridge – who now preferred the name Gordon to Harry, kept the masses talking about his store when in July that same year he put on display the plane French aviator Louis Bleriot had used when making the first flight over water. More than 150,000 people came to see it.
Selfridge, driven by his credo that “the customer is always right”, revolutionised the way the British shopped – particularly women – with his stylish display of goods in-store and in the windows, not to mention store features like the women’s toilets (a novelty for the age), Art Deco lifts, rooftop gardens and the Palm Court Restaurant (destroyed by fire caused by bombing in the 1940s). Other facilities included a post office, theatre booking office, library and an information bureau.
And the innovations kept coming: in 1910, he opened a beauty department inside the ground-floor entrance and in 1911, the Bargain Basement was born. The world’s biggest bookshop became part of the store in 1911 as well as a pet department. He also launched a delivery system using a fleet of horse-drawn vans and then petrol and electric powered vans.
And Selfridge continued to draw crowds with events ranging from a gala charity ball on the rooftop in 1913 to a showing of John Logie Baird’s televisor in 1925. In 1931, the famous clock, The Queen of Time was installed over the flagship store’s entrance.
Selfridge, who was forced to retire in 1939 after losing much of his personal fortune – thanks at least in part to his free-spending lifestyle, died in 1947.
Aside from the flagship store in London, Selfridges stores can now be found in Birmingham and Manchester (two).
For more on the history of Selfridges, see Lindy Woodhead’s Shopping, Seduction & Mr Selfridge.