Original subtitles

this London department store holds some

this London department store holds some

this London department store holds some incredible secrets and the unique story

incredible secrets and the unique story

incredible secrets and the unique story of a man who rose from rags to riches to

of a man who rose from rags to riches to

of a man who rose from rags to riches to take the American Dream across the

take the American Dream across the

take the American Dream across the Atlantic

Harry Gordon Selfridge was the maverick

Harry Gordon Selfridge was the maverick

Harry Gordon Selfridge was the maverick that shook up British society

he knew what the customer wanted and

he knew what the customer wanted and

he knew what the customer wanted and gave it to them in style transforming

gave it to them in style transforming

gave it to them in style transforming ordinary shopping into an extraordinary

ordinary shopping into an extraordinary

ordinary shopping into an extraordinary adventure

he was a genius from 9:00 till 5:00 a

he was a genius from 9:00 till 5:00 a

he was a genius from 9:00 till 5:00 a fool at the weekend this is the true

fool at the weekend this is the true

fool at the weekend this is the true story of Selfridges department store and

story of Selfridges department store and

story of Selfridges department store and the visionary American who built it

this program is made possible by

this program is made possible by

this program is made possible by contributions to your PBS station from

contributions to your PBS station from

contributions to your PBS station from viewers like you thank you on London's

viewers like you thank you on London's

viewers like you thank you on London's world-famous Oxford Street one building

world-famous Oxford Street one building

world-famous Oxford Street one building stands imperious above the rest

stands imperious above the rest

stands imperious above the rest this is Selfridges

founded in 1909 over a century it has

founded in 1909 over a century it has

founded in 1909 over a century it has become an icon of the capital I can't

become an icon of the capital I can't

become an icon of the capital I can't imagine also street without Selfridges

imagine also street without Selfridges

imagine also street without Selfridges Selfridges is an institution a

Selfridges is an institution a

Selfridges is an institution a neoclassical gem twice voted best

neoclassical gem twice voted best

neoclassical gem twice voted best department store in the world

department store in the world

department store in the world it holds 13 acres of retail space spread

it holds 13 acres of retail space spread

it holds 13 acres of retail space spread over six floors

over six floors

over six floors a huge food hall 9 restaurant and three

a huge food hall 9 restaurant and three

a huge food hall 9 restaurant and three stories of women's fashion

Selfridges has an entire department

Selfridges has an entire department

Selfridges has an entire department dedicated solely to tailor-made denim it

dedicated solely to tailor-made denim it

dedicated solely to tailor-made denim it boasts europe's largest designer shoe

boasts europe's largest designer shoe

boasts europe's largest designer shoe gallery and the aptly named wonder rome

gallery and the aptly named wonder rome

gallery and the aptly named wonder rome stocks only the most luxurious brand

the modern store is a commercial success

the modern store is a commercial success

the modern store is a commercial success story in 2012 it posted profits of 200

story in 2012 it posted profits of 200

story in 2012 it posted profits of 200 million dollars

but Selfridges significance goes far

but Selfridges significance goes far

but Selfridges significance goes far beyond commercial success it has an

beyond commercial success it has an

beyond commercial success it has an astonishing hidden history the store

astonishing hidden history the store

astonishing hidden history the store helped change British society liberating

helped change British society liberating

helped change British society liberating women shuttering class divisions and

women shuttering class divisions and

women shuttering class divisions and reinventing shopping Selfridges is the

reinventing shopping Selfridges is the

reinventing shopping Selfridges is the department store that shook up old

department store that shook up old

department store that shook up old Britain and at its heart is an enigma

Britain and at its heart is an enigma

Britain and at its heart is an enigma founder and inspiration Harry Gordon

founder and inspiration Harry Gordon

founder and inspiration Harry Gordon Selfridge

the American outsider who came to be

the American outsider who came to be

the American outsider who came to be known as the Earl of Oxford Street this

known as the Earl of Oxford Street this

known as the Earl of Oxford Street this man gave Britain energy and he gave us

man gave Britain energy and he gave us

man gave Britain energy and he gave us excitement for shopping and he bought

excitement for shopping and he bought

excitement for shopping and he bought this American can-do approach until

this American can-do approach until

this American can-do approach until recently this retail genius and

recently this retail genius and

recently this retail genius and irrepressible personality had been

irrepressible personality had been

irrepressible personality had been almost forgotten

almost forgotten

almost forgotten now through private documents family

now through private documents family

now through private documents family archives and expert interviews

archives and expert interviews

archives and expert interviews Selfridges story has been pieced

Selfridges story has been pieced

Selfridges story has been pieced together once again

his biographer Lindy wood head has been

his biographer Lindy wood head has been

his biographer Lindy wood head has been at the forefront of his rediscovery

at the forefront of his rediscovery

at the forefront of his rediscovery Harry Selfridge himself is little known

Harry Selfridge himself is little known

Harry Selfridge himself is little known in America and I was talking to an

in America and I was talking to an

in America and I was talking to an historian at the Chicago Institute about

historian at the Chicago Institute about

historian at the Chicago Institute about this and I asked her why there was so

this and I asked her why there was so

this and I asked her why there was so little written about Harry in America

little written about Harry in America

little written about Harry in America and she said oh well my dear probably

and she said oh well my dear probably

and she said oh well my dear probably because he left us and she said well is

because he left us and she said well is

because he left us and she said well is there much written about him in London

there much written about him in London

there much written about him in London and I said no and she said well why is

and I said no and she said well why is

and I said no and she said well why is that

that

that I said probably because he was an

I said probably because he was an

I said probably because he was an American so now we confused the two

American so now we confused the two

American so now we confused the two together and Harry's come home

it seems Selfridges destiny was shaped

it seems Selfridges destiny was shaped

it seems Selfridges destiny was shaped by his childhood a totally self-made man

by his childhood a totally self-made man

by his childhood a totally self-made man he was molded and motivated by severe

he was molded and motivated by severe

he was molded and motivated by severe hardship adversity within the family

hardship adversity within the family

hardship adversity within the family will always mold a child sometimes they

will always mold a child sometimes they

will always mold a child sometimes they won't be able to cope with it and other

won't be able to cope with it and other

won't be able to cope with it and other times it makes them much stronger Harry

times it makes them much stronger Harry

times it makes them much stronger Harry Gordon Selfridge was born in 1856 into a

Gordon Selfridge was born in 1856 into a

Gordon Selfridge was born in 1856 into a poor family in rural Wisconsin Harry

poor family in rural Wisconsin Harry

poor family in rural Wisconsin Harry Selfridge was an only child so he grew

Selfridge was an only child so he grew

Selfridge was an only child so he grew up with his mother who had been deserted

up with his mother who had been deserted

up with his mother who had been deserted by her husband Robert Selfridge had left

by her husband Robert Selfridge had left

by her husband Robert Selfridge had left to fight for the Union forces in the

to fight for the Union forces in the

to fight for the Union forces in the Civil War he survived but chose never to

Civil War he survived but chose never to

Civil War he survived but chose never to return to his family as a result Harry

return to his family as a result Harry

return to his family as a result Harry became extremely close to his mother

became extremely close to his mother

became extremely close to his mother what he knew as a child was that he was

what he knew as a child was that he was

what he knew as a child was that he was going to have to help support his mother

going to have to help support his mother

going to have to help support his mother it made him very protective and it made

it made him very protective and it made

it made him very protective and it made him protective of women Selfridge grew

him protective of women Selfridge grew

him protective of women Selfridge grew up ambitious to improve his

up ambitious to improve his

up ambitious to improve his circumstances and escape from poverty

circumstances and escape from poverty

circumstances and escape from poverty soon the bright lights of Chicago were

soon the bright lights of Chicago were

soon the bright lights of Chicago were calling

calling

calling in 1879 Selfridge landed a job at the

in 1879 Selfridge landed a job at the

in 1879 Selfridge landed a job at the city's newest department store Marshall

city's newest department store Marshall

city's newest department store Marshall Field Chicago was the frontier town of

Field Chicago was the frontier town of

Field Chicago was the frontier town of late 19th century America people were

late 19th century America people were

late 19th century America people were really free with their money and they

really free with their money and they

really free with their money and they were spending money to show that they'd

were spending money to show that they'd

were spending money to show that they'd made it and Marshall Fields was the shot

made it and Marshall Fields was the shot

made it and Marshall Fields was the shot that was catering to those wild tastes

that was catering to those wild tastes

that was catering to those wild tastes it was a Marshall Field's that Harry

it was a Marshall Field's that Harry

it was a Marshall Field's that Harry Selfridge nurtured his talent for retail

Selfridge nurtured his talent for retail

Selfridge nurtured his talent for retail he started off as a stockroom boy

he started off as a stockroom boy

he started off as a stockroom boy apparently at Marshall Fields and he

apparently at Marshall Fields and he

apparently at Marshall Fields and he worked his way up and that's where he

worked his way up and that's where he

worked his way up and that's where he started to innovate with advertising

started to innovate with advertising

started to innovate with advertising promotion architecture Selfridge blazed

promotion architecture Selfridge blazed

promotion architecture Selfridge blazed a trail through the ranks Marshall

a trail through the ranks Marshall

a trail through the ranks Marshall Fields became the most popular store in

Fields became the most popular store in

Fields became the most popular store in Chicago thanks in no small part to

Chicago thanks in no small part to

Chicago thanks in no small part to Harry's bright ideas he introduced his

Harry's bright ideas he introduced his

Harry's bright ideas he introduced his kind of catchphrase which said only so

kind of catchphrase which said only so

kind of catchphrase which said only so many days until Christmas but still used

many days until Christmas but still used

many days until Christmas but still used today you know that kind of you've only

today you know that kind of you've only

today you know that kind of you've only got so many days to buy your Christmas

got so many days to buy your Christmas

got so many days to buy your Christmas presents that was him within eight years

presents that was him within eight years

presents that was him within eight years Selfridge was the store's general

Selfridge was the store's general

Selfridge was the store's general manager and a well-known face but by

manager and a well-known face but by

manager and a well-known face but by 1901 he'd been at Marshall Fields for

1901 he'd been at Marshall Fields for

1901 he'd been at Marshall Fields for more than 20 years his career

more than 20 years his career

more than 20 years his career progression in Chicago had run its

progression in Chicago had run its

progression in Chicago had run its course he was feeling frustrated about

course he was feeling frustrated about

course he was feeling frustrated about his inability to cerulean drun things

his inability to cerulean drun things

his inability to cerulean drun things and to innovate without any restriction

and to innovate without any restriction

and to innovate without any restriction Selfridge was essentially ambitious

Selfridge was essentially ambitious

Selfridge was essentially ambitious impulsive a showman Selfridge dreamed of

impulsive a showman Selfridge dreamed of

impulsive a showman Selfridge dreamed of opening a grand store of his own work

opening a grand store of his own work

opening a grand store of his own work trips are previously taken into London

trips are previously taken into London

trips are previously taken into London and the glamour of the old world had

and the glamour of the old world had

and the glamour of the old world had turned his head London really was the

turned his head London really was the

turned his head London really was the center of the world it was at the heart

center of the world it was at the heart

center of the world it was at the heart still of an empire that spanned the

still of an empire that spanned the

still of an empire that spanned the globe it was enormous Lee important for

globe it was enormous Lee important for

globe it was enormous Lee important for manufacturing for industry for finance

manufacturing for industry for finance

manufacturing for industry for finance for fashion you know practically every

for fashion you know practically every

for fashion you know practically every sphere London dominated but there was

sphere London dominated but there was

sphere London dominated but there was one commercial sphere where London

one commercial sphere where London

one commercial sphere where London lagged behind department stores

lagged behind department stores

lagged behind department stores the gap in the market was giving Harry

the gap in the market was giving Harry

the gap in the market was giving Harry Selfridge ideas

Selfridge ideas

Selfridge ideas he was obviously looking at the retail

he was obviously looking at the retail

he was obviously looking at the retail market and there was some amazing news

market and there was some amazing news

market and there was some amazing news shops being built in Paris which were

shops being built in Paris which were

shops being built in Paris which were described as cathedrals of shopping and

described as cathedrals of shopping and

described as cathedrals of shopping and those didn't exist yet in London

those didn't exist yet in London

those didn't exist yet in London Selfridge was able to provide something

Selfridge was able to provide something

Selfridge was able to provide something that London was actively missing

that London was actively missing

that London was actively missing Selfridge was decided he would realize

Selfridge was decided he would realize

Selfridge was decided he would realize his vision for a department store in

his vision for a department store in

his vision for a department store in London today the site Selfridge chose

London today the site Selfridge chose

London today the site Selfridge chose for his store makes perfect sense Oxford

for his store makes perfect sense Oxford

for his store makes perfect sense Oxford Street is one of the busiest shopping

Street is one of the busiest shopping

Street is one of the busiest shopping streets in the world but it wasn't

streets in the world but it wasn't

streets in the world but it wasn't always like this

always like this

always like this in 1905 the street was an undesirable

in 1905 the street was an undesirable

in 1905 the street was an undesirable backwater so when Harry Selfridge chose

backwater so when Harry Selfridge chose

backwater so when Harry Selfridge chose to build here he was taking a major risk

to build here he was taking a major risk

to build here he was taking a major risk he was going way over to the west end of

he was going way over to the west end of

he was going way over to the west end of Oxford Street and an area which lacked

Oxford Street and an area which lacked

Oxford Street and an area which lacked very large stores so this was quite a

very large stores so this was quite a

very large stores so this was quite a daring thing to do to its advantage the

daring thing to do to its advantage the

daring thing to do to its advantage the site was directly opposite the newly

site was directly opposite the newly

site was directly opposite the newly opened underground train station Bond

opened underground train station Bond

opened underground train station Bond Street one of the great developments of

Street one of the great developments of

Street one of the great developments of the early 20th century late nineteenth

the early 20th century late nineteenth

the early 20th century late nineteenth century was the rise of public transport

century was the rise of public transport

century was the rise of public transport it meant that people could come from

it meant that people could come from

it meant that people could come from further out of London into work in

further out of London into work in

further out of London into work in London and it meant that women could

London and it meant that women could

London and it meant that women could travel more easily and more

travel more easily and more

travel more easily and more independently and Selfridge was very

independently and Selfridge was very

independently and Selfridge was very very conscious of that archives reveal

very conscious of that archives reveal

very conscious of that archives reveal Harry Selfridge tried to have the

Harry Selfridge tried to have the

Harry Selfridge tried to have the station renamed as Selfridges and build

station renamed as Selfridges and build

station renamed as Selfridges and build a tunnel to it from his store

a tunnel to it from his store

a tunnel to it from his store and his plans for the stores

and his plans for the stores

and his plans for the stores architecture were no less ambitious he

architecture were no less ambitious he

architecture were no less ambitious he commissioned a series of elaborate

commissioned a series of elaborate

commissioned a series of elaborate designs these submitted drafts were

designs these submitted drafts were

designs these submitted drafts were recently unearthed at the Royal

recently unearthed at the Royal

recently unearthed at the Royal Institute of British Architects his

Institute of British Architects his

Institute of British Architects his initial drawings looked more like the

initial drawings looked more like the

initial drawings looked more like the White House or some Paul's Cathedral and

White House or some Paul's Cathedral and

White House or some Paul's Cathedral and had a huge dome in the middle

had a huge dome in the middle

had a huge dome in the middle unfortunately for Selfridge the

unfortunately for Selfridge the

unfortunately for Selfridge the authorities in London didn't appreciate

authorities in London didn't appreciate

authorities in London didn't appreciate his grand designs when the elevations

his grand designs when the elevations

his grand designs when the elevations were presented to the Planning Office at

were presented to the Planning Office at

were presented to the Planning Office at Maryland Council they said we're very

Maryland Council they said we're very

Maryland Council they said we're very sorry mr. Selfridge I'm afraid you can't

sorry mr. Selfridge I'm afraid you can't

sorry mr. Selfridge I'm afraid you can't have six stories and a mansard roof why

have six stories and a mansard roof why

have six stories and a mansard roof why not

not

not because he'll be taller than some poles

because he'll be taller than some poles

because he'll be taller than some poles so they are they have to be ripped up

so they are they have to be ripped up

so they are they have to be ripped up and they had to be redone for one of the

and they had to be redone for one of the

and they had to be redone for one of the only times in his life Selfridge scaled

only times in his life Selfridge scaled

only times in his life Selfridge scaled back his plans and they were finally

back his plans and they were finally

back his plans and they were finally approved

approved

approved a Selfridge waited for the construction

a Selfridge waited for the construction

a Selfridge waited for the construction to be completed he set about promoting

to be completed he set about promoting

to be completed he set about promoting his store using the all-american

his store using the all-american

his store using the all-american innovation of advertising

innovation of advertising

innovation of advertising nothing like Selfridges bold illustrated

nothing like Selfridges bold illustrated

nothing like Selfridges bold illustrated ads had ever been seen in Britain before

ads had ever been seen in Britain before

ads had ever been seen in Britain before these are all part of Selfridges

these are all part of Selfridges

these are all part of Selfridges fantastic campaign to launch the store

fantastic campaign to launch the store

fantastic campaign to launch the store so they were out in the newspapers in

so they were out in the newspapers in

so they were out in the newspapers in the press this poster from the launch

the press this poster from the launch

the press this poster from the launch campaign shopping at Selfridges a

campaign shopping at Selfridges a

campaign shopping at Selfridges a pleasure a pastime and a recreation it

pleasure a pastime and a recreation it

pleasure a pastime and a recreation it has a picture of a woman and a man quite

has a picture of a woman and a man quite

has a picture of a woman and a man quite a seductive couple it hints at all sorts

a seductive couple it hints at all sorts

a seductive couple it hints at all sorts of possible encounters in the shopping

of possible encounters in the shopping

of possible encounters in the shopping world and there's somebody actually at

world and there's somebody actually at

world and there's somebody actually at the back and I've never noticed her

the back and I've never noticed her

the back and I've never noticed her before and she's I think taken off her

before and she's I think taken off her

before and she's I think taken off her pass neck to have a good look at this

pass neck to have a good look at this

pass neck to have a good look at this couple having tea here and maybe

couple having tea here and maybe

couple having tea here and maybe Selfridge was trying to make a kind of

Selfridge was trying to make a kind of

Selfridge was trying to make a kind of gentle coded invitation to people

gentle coded invitation to people

gentle coded invitation to people meeting indiscreetly before the store

meeting indiscreetly before the store

meeting indiscreetly before the store was even finished Selfridge spent the

was even finished Selfridge spent the

was even finished Selfridge spent the equivalent of two million dollars on

equivalent of two million dollars on

equivalent of two million dollars on advertising it was an unprecedented

advertising it was an unprecedented

advertising it was an unprecedented media blitz and the message to London

media blitz and the message to London

media blitz and the message to London was clear Selfridges would offer a whole

was clear Selfridges would offer a whole

was clear Selfridges would offer a whole new experience modern shopping is based

new experience modern shopping is based

new experience modern shopping is based entirely around the concept of unlimited

entirely around the concept of unlimited

entirely around the concept of unlimited browsing customers are free to look

browsing customers are free to look

browsing customers are free to look around the store as they please but in

around the store as they please but in

around the store as they please but in London this was not always the case

London this was not always the case

London this was not always the case in the early 1900s browsing was rare and

in the early 1900s browsing was rare and

in the early 1900s browsing was rare and difficult the way shops worked in London

difficult the way shops worked in London

difficult the way shops worked in London at the beginning of the 20th century was

at the beginning of the 20th century was

at the beginning of the 20th century was that you couldn't look until you found

that you couldn't look until you found

that you couldn't look until you found something that you wanted you had to go

something that you wanted you had to go

something that you wanted you had to go in knowing what you wanted

in knowing what you wanted

in knowing what you wanted hidden away than upmarket district of

hidden away than upmarket district of

hidden away than upmarket district of Mayfair some traditional London stores

Mayfair some traditional London stores

Mayfair some traditional London stores still remain the Piccadilly arcade has

still remain the Piccadilly arcade has

still remain the Piccadilly arcade has been here since 1909 the same year that

been here since 1909 the same year that

been here since 1909 the same year that Selfridges was founded its shop style of

Selfridges was founded its shop style of

Selfridges was founded its shop style of service remains almost untouched after

service remains almost untouched after

service remains almost untouched after oh I'm mr. rovings from Bud and we're an

oh I'm mr. rovings from Bud and we're an

oh I'm mr. rovings from Bud and we're an old-fashioned haberdasher we've been

old-fashioned haberdasher we've been

old-fashioned haberdasher we've been here since 1910 and we sell shirts for

here since 1910 and we sell shirts for

here since 1910 and we sell shirts for jamas night wear but we specialize in

jamas night wear but we specialize in

jamas night wear but we specialize in socks the socks are stored away behind a

socks the socks are stored away behind a

socks the socks are stored away behind a counter you don't look through them

counter you don't look through them

counter you don't look through them yourself you are served instead

yourself you are served instead

yourself you are served instead gentlemen get quite passionate about

gentlemen get quite passionate about

gentlemen get quite passionate about that their socks and it's very important

that their socks and it's very important

that their socks and it's very important that they're served properly if a

that they're served properly if a

that they're served properly if a customer comes in to us and requires

customer comes in to us and requires

customer comes in to us and requires socks as many questions we need to ask

socks as many questions we need to ask

socks as many questions we need to ask to ascertain what it is that he wants we

to ascertain what it is that he wants we

to ascertain what it is that he wants we ask in what particular length you will

ask in what particular length you will

ask in what particular length you will require as in short medium or long and

require as in short medium or long and

require as in short medium or long and what material the soft made of so we do

what material the soft made of so we do

what material the soft made of so we do many different fabrics and many

many different fabrics and many

many different fabrics and many different colors and many different

different colors and many different

different colors and many different sizes it's quite important for a

sizes it's quite important for a

sizes it's quite important for a gentleman to come in to us not to affect

gentleman to come in to us not to affect

gentleman to come in to us not to affect any sensitivities of the ladies by

any sensitivities of the ladies by

any sensitivities of the ladies by showing some lick so what we like to do

showing some lick so what we like to do

showing some lick so what we like to do is to advise him to have the longer sock

is to advise him to have the longer sock

is to advise him to have the longer sock which goes right to the knee so it's a

which goes right to the knee so it's a

which goes right to the knee so it's a little bit of an odd sort of conundrum

little bit of an odd sort of conundrum

little bit of an odd sort of conundrum about what size you are and we find a

about what size you are and we find a

about what size you are and we find a gentleman needs to be served and to lead

gentleman needs to be served and to lead

gentleman needs to be served and to lead through the maze of sock sizes because

through the maze of sock sizes because

through the maze of sock sizes because it's quite difficult to get the great

it's quite difficult to get the great

it's quite difficult to get the great one

in 1900 not only could you not look at

in 1900 not only could you not look at

in 1900 not only could you not look at Goods yourself there was heavy pressure

Goods yourself there was heavy pressure

Goods yourself there was heavy pressure to by just looking was simply not

to by just looking was simply not

to by just looking was simply not acceptable you didn't want her person

acceptable you didn't want her person

acceptable you didn't want her person who you were paying wages to being tied

who you were paying wages to being tied

who you were paying wages to being tied up for long periods so the policy was

up for long periods so the policy was

up for long periods so the policy was developed to weed out people who were

developed to weed out people who were

developed to weed out people who were going to bar inside department stores

going to bar inside department stores

going to bar inside department stores the ominously named floorwalker

the ominously named floorwalker

the ominously named floorwalker stalked the aisles the flow Walker was

stalked the aisles the flow Walker was

stalked the aisles the flow Walker was there to deal with potential time

there to deal with potential time

there to deal with potential time wasters and in 1901 Dhin that included

wasters and in 1901 Dhin that included

wasters and in 1901 Dhin that included anyone who browsing as Selfridge himself

anyone who browsing as Selfridge himself

anyone who browsing as Selfridge himself was to find out when he'd first come to

was to find out when he'd first come to

was to find out when he'd first come to London he'd gone into a store and the

London he'd gone into a store and the

London he'd gone into a store and the floor Walker had said is sir going to

floor Walker had said is sir going to

floor Walker had said is sir going to buy anything and Harry Selfridge said no

buy anything and Harry Selfridge said no

buy anything and Harry Selfridge said no no I'm just looking so he said well I'll

no I'm just looking so he said well I'll

no I'm just looking so he said well I'll peek then mate he was just you know a

peek then mate he was just you know a

peek then mate he was just you know a thug dressed in a morning suit the

thug dressed in a morning suit the

thug dressed in a morning suit the ordeal left Selfridge determined to

ordeal left Selfridge determined to

ordeal left Selfridge determined to offer Londoners the freedom to shop at

offer Londoners the freedom to shop at

offer Londoners the freedom to shop at his store there would be no floor

his store there would be no floor

his store there would be no floor walkers and no pressure to buy you could

walkers and no pressure to buy you could

walkers and no pressure to buy you could come and browse at your leisure here for

come and browse at your leisure here for

come and browse at your leisure here for example it's saying this is an

example it's saying this is an

example it's saying this is an invitation to the whole British public -

invitation to the whole British public -

invitation to the whole British public - - and to visitors Rover sees no cards of

- and to visitors Rover sees no cards of

- and to visitors Rover sees no cards of admission are required and all are

admission are required and all are

admission are required and all are welcomed that the pleasures of shopping

welcomed that the pleasures of shopping

welcomed that the pleasures of shopping as well as those of sightseeing begin

as well as those of sightseeing begin

as well as those of sightseeing begin from the opening hour in March 1909

from the opening hour in March 1909

from the opening hour in March 1909 opening day arrived

Selfridges doors opened to surging

Selfridges doors opened to surging

Selfridges doors opened to surging crowds during the launch route one and a

crowds during the launch route one and a

crowds during the launch route one and a quarter million people visited the store

quarter million people visited the store

quarter million people visited the store so that was absolutely huge

so that was absolutely huge

so that was absolutely huge from a city of four million people one

from a city of four million people one

from a city of four million people one in for Londoners came to have a look

in for Londoners came to have a look

in for Londoners came to have a look they were astonished by what they saw it

they were astonished by what they saw it

they were astonished by what they saw it was just huge it kind of dwarfed

was just huge it kind of dwarfed

was just huge it kind of dwarfed everything else on Oxford Street at the

everything else on Oxford Street at the

everything else on Oxford Street at the time from a scale point of view it's

time from a scale point of view it's

time from a scale point of view it's almost incomparable with anything else

almost incomparable with anything else

almost incomparable with anything else other than an institutional building its

other than an institutional building its

other than an institutional building its architectural a magnificent it's so

architectural a magnificent it's so

architectural a magnificent it's so solid once inside the impact was even

solid once inside the impact was even

solid once inside the impact was even greater to this day the Selfridges

greater to this day the Selfridges

greater to this day the Selfridges shopping environment remains one of the

shopping environment remains one of the

shopping environment remains one of the stores calling cards when it first

stores calling cards when it first

stores calling cards when it first opened it was a revelation there were

opened it was a revelation there were

opened it was a revelation there were open vistas fresh flowers musicians

open vistas fresh flowers musicians

open vistas fresh flowers musicians playing and sent in the air and at last

playing and sent in the air and at last

playing and sent in the air and at last goods were out to sea and touch stacked

goods were out to sea and touch stacked

goods were out to sea and touch stacked high in every color Selfridge called his

high in every color Selfridge called his

high in every color Selfridge called his store and Aladdin's cave he took Goods

store and Aladdin's cave he took Goods

store and Aladdin's cave he took Goods out from behind glass cabinet doors and

out from behind glass cabinet doors and

out from behind glass cabinet doors and arranged them in displays so people

arranged them in displays so people

arranged them in displays so people could touch them he wanted everything to

could touch them he wanted everything to

could touch them he wanted everything to be tactile and he felt that it should be

be tactile and he felt that it should be

be tactile and he felt that it should be an experience that you would participate

an experience that you would participate

an experience that you would participate him

him

him there were hair salons art galleries

there were hair salons art galleries

there were hair salons art galleries restaurants and a concierge to book you

restaurants and a concierge to book you

restaurants and a concierge to book you train or theater tickets Selfridges must

train or theater tickets Selfridges must

train or theater tickets Selfridges must have been a complete shock to the

have been a complete shock to the

have been a complete shock to the average British customer it was almost a

average British customer it was almost a

average British customer it was almost a social Center in fact Selfridges site as

social Center in fact Selfridges site as

social Center in fact Selfridges site as a social center as much as a shop he

a social center as much as a shop he

a social center as much as a shop he knew how to catch his people's attention

knew how to catch his people's attention

knew how to catch his people's attention in a very delightful way it was about

in a very delightful way it was about

in a very delightful way it was about delighting his audience it was an

delighting his audience it was an

delighting his audience it was an audience it wasn't just about sales it

audience it wasn't just about sales it

audience it wasn't just about sales it was about the theater the spectacle for

was about the theater the spectacle for

was about the theater the spectacle for London shopping as a pastime was born

London shopping as a pastime was born

London shopping as a pastime was born and for its women in particular it meant

and for its women in particular it meant

and for its women in particular it meant freedom in Edwardian Britain it was

freedom in Edwardian Britain it was

freedom in Edwardian Britain it was generally considered improper for a lady

generally considered improper for a lady

generally considered improper for a lady to go out without an escort but

to go out without an escort but

to go out without an escort but department stores provided a new

department stores provided a new

department stores provided a new respectable destination upper-class

respectable destination upper-class

respectable destination upper-class women in the early twentieth century

women in the early twentieth century

women in the early twentieth century perhaps the chaperones wherever they

perhaps the chaperones wherever they

perhaps the chaperones wherever they went

went

went however the big department stores at

however the big department stores at

however the big department stores at this time really started to change that

this time really started to change that

this time really started to change that they became a space that women could go

they became a space that women could go

they became a space that women could go to and could feel safe being out in

to and could feel safe being out in

to and could feel safe being out in public on their own or with another

public on their own or with another

public on their own or with another female friends potentially shopping for

female friends potentially shopping for

female friends potentially shopping for the first time becomes a real kind of

the first time becomes a real kind of

the first time becomes a real kind of leisure activity

leisure activity

leisure activity Selfridges offering was particularly

Selfridges offering was particularly

Selfridges offering was particularly liberating for women in a very practical

liberating for women in a very practical

liberating for women in a very practical sense the matron of a respectable

sense the matron of a respectable

sense the matron of a respectable household starts to feel that actually

household starts to feel that actually

household starts to feel that actually maybe it's okay to go out as long as

maybe it's okay to go out as long as

maybe it's okay to go out as long as they're somewhere I can go where if I

they're somewhere I can go where if I

they're somewhere I can go where if I need to go to the toilet I can or you

need to go to the toilet I can or you

need to go to the toilet I can or you know you couldn't do that previously

know you couldn't do that previously

know you couldn't do that previously amazingly Selfridges was the first store

amazingly Selfridges was the first store

amazingly Selfridges was the first store to provide women's toilets um until this

to provide women's toilets um until this

to provide women's toilets um until this point if you needed to go you had to go

point if you needed to go you had to go

point if you needed to go you had to go home he can't just like snip off to the

home he can't just like snip off to the

home he can't just like snip off to the toilet it kind of becomes a real ordeal

toilet it kind of becomes a real ordeal

toilet it kind of becomes a real ordeal and Selfridge was one of the first

and Selfridge was one of the first

and Selfridge was one of the first public space that had ladies restrooms

public space that had ladies restrooms

public space that had ladies restrooms that that women could use so it really

that that women could use so it really

that that women could use so it really was about creating an atmosphere that

was about creating an atmosphere that

was about creating an atmosphere that women felt comfortable in at last a lady

women felt comfortable in at last a lady

women felt comfortable in at last a lady could happily spend the day shopping

could happily spend the day shopping

could happily spend the day shopping which was definitely to Selfridges

which was definitely to Selfridges

which was definitely to Selfridges advantage

advantage

advantage because a well-dressed Edwardian lady

because a well-dressed Edwardian lady

because a well-dressed Edwardian lady needed a vast range of clothes and

needed a vast range of clothes and

needed a vast range of clothes and accessories avenues for department

accessories avenues for department

accessories avenues for department stores making money are really numerous

stores making money are really numerous

stores making money are really numerous getting dressed in the Edwardian period

getting dressed in the Edwardian period

getting dressed in the Edwardian period was a very costly business indeed women

was a very costly business indeed women

was a very costly business indeed women were changing their outfits sort of up

were changing their outfits sort of up

were changing their outfits sort of up to three times a day now we've got one

to three times a day now we've got one

to three times a day now we've got one petticoat here on our mannequin but

petticoat here on our mannequin but

petticoat here on our mannequin but depending on the particular style that

depending on the particular style that

depending on the particular style that was in fashion women could have worn up

was in fashion women could have worn up

was in fashion women could have worn up to maybe seven or eight different layers

to maybe seven or eight different layers

to maybe seven or eight different layers of petticoats at this time no clothes

of petticoats at this time no clothes

of petticoats at this time no clothes were pre-made a lady would choose

were pre-made a lady would choose

were pre-made a lady would choose fabrics and the store would make the

fabrics and the store would make the

fabrics and the store would make the dress to order you've got all of this

dress to order you've got all of this

dress to order you've got all of this late these amazing lace trimmings which

late these amazing lace trimmings which

late these amazing lace trimmings which again you can really see it really is

again you can really see it really is

again you can really see it really is sort of conspicuous consumption all of

sort of conspicuous consumption all of

sort of conspicuous consumption all of this lace would have been made by hand

this lace would have been made by hand

this lace would have been made by hand so you can imagine the expense so you've

so you can imagine the expense so you've

so you can imagine the expense so you've also got a whole host of accessories

also got a whole host of accessories

also got a whole host of accessories that go with these outfits millinery

that go with these outfits millinery

that go with these outfits millinery especially was really really big

especially was really really big

especially was really really big business they would choose feathers you

business they would choose feathers you

business they would choose feathers you know these artificial flowers they'd

know these artificial flowers they'd

know these artificial flowers they'd have sometimes stuffed whole stuffed

have sometimes stuffed whole stuffed

have sometimes stuffed whole stuffed birds fake fruit it really became kind

birds fake fruit it really became kind

birds fake fruit it really became kind of an enormous almost sculptural kind of

of an enormous almost sculptural kind of

of an enormous almost sculptural kind of walking art so as well as the millinery

walking art so as well as the millinery

walking art so as well as the millinery you've also got the parasol as well

you've also got the parasol as well

you've also got the parasol as well they've got so many different areas so

they've got so many different areas so

they've got so many different areas so many different things that they can sell

many different things that they can sell

many different things that they can sell to women from textiles through to

to women from textiles through to

to women from textiles through to actually having the dresses made up

actually having the dresses made up

actually having the dresses made up themselves it's a huge huge array

themselves it's a huge huge array

themselves it's a huge huge array but there was a problem the store had

but there was a problem the store had

but there was a problem the store had lots to sell but too few customers the

lots to sell but too few customers the

lots to sell but too few customers the opening hype had died away and it was

opening hype had died away and it was

opening hype had died away and it was quiet Selfridge needed to bring the

quiet Selfridge needed to bring the

quiet Selfridge needed to bring the crowds back today publicity stunts a

crowds back today publicity stunts a

crowds back today publicity stunts a commonplace at Selfridges launch events

commonplace at Selfridges launch events

commonplace at Selfridges launch events are central to the store's marketing but

are central to the store's marketing but

are central to the store's marketing but in London in 1909 they were seen as

in London in 1909 they were seen as

in London in 1909 they were seen as tasteless Harry Gordon Selfridge changed

tasteless Harry Gordon Selfridge changed

tasteless Harry Gordon Selfridge changed all that

all that

all that Selfridge was one of the first people

Selfridge was one of the first people

Selfridge was one of the first people made publicity stunts respectable he had

made publicity stunts respectable he had

made publicity stunts respectable he had an approach to marketing the first of

an approach to marketing the first of

an approach to marketing the first of all draw the peopling in July 1909

all draw the peopling in July 1909

all draw the peopling in July 1909 opportunity landed in his lap all

opportunity landed in his lap all

opportunity landed in his lap all England was talking of just one thing

England was talking of just one thing

England was talking of just one thing frenchman Louie Blair who had just

frenchman Louie Blair who had just

frenchman Louie Blair who had just completed the first flight over the

completed the first flight over the

completed the first flight over the English Channel and Selfridges there

English Channel and Selfridges there

English Channel and Selfridges there standing on the coast in Kent you know

standing on the coast in Kent you know

standing on the coast in Kent you know ready to transport the aeroplane back

ready to transport the aeroplane back

ready to transport the aeroplane back Selfridge placed the history-making

Selfridge placed the history-making

Selfridge placed the history-making plane in the middle of the shop floor

plane in the middle of the shop floor

plane in the middle of the shop floor the effect was immediate it became like

the effect was immediate it became like

the effect was immediate it became like a museum or a sightseeing attraction it

a museum or a sightseeing attraction it

a museum or a sightseeing attraction it was a you know a wonderful it was an

was a you know a wonderful it was an

was a you know a wonderful it was an outing this time the crowds were here to

outing this time the crowds were here to

outing this time the crowds were here to stay and business took off Selfridges

stay and business took off Selfridges

stay and business took off Selfridges was modern fashionable and popular that

was modern fashionable and popular that

was modern fashionable and popular that period just before the First World War

period just before the First World War

period just before the First World War was a period of enormous change in

was a period of enormous change in

was a period of enormous change in excitement in London these kind of

excitement in London these kind of

excitement in London these kind of beacons of modernity are arriving on the

beacons of modernity are arriving on the

beacons of modernity are arriving on the streets of London and one of those

streets of London and one of those

streets of London and one of those beacons of modernity was was Selfridges

beacons of modernity was was Selfridges

beacons of modernity was was Selfridges shop

shop

shop the stores modernist philosophy extended

the stores modernist philosophy extended

the stores modernist philosophy extended to its politics by 1910 the British

to its politics by 1910 the British

to its politics by 1910 the British suffragettes campaign for women's right

suffragettes campaign for women's right

suffragettes campaign for women's right to vote was at its height

to vote was at its height

to vote was at its height Selfridge made his stores position clear

Selfridge was a keen supporter of the

Selfridge was a keen supporter of the

Selfridge was a keen supporter of the suffragette movement he advertised in

suffragette movement he advertised in

suffragette movement he advertised in their newspapers he flew the flag above

their newspapers he flew the flag above

their newspapers he flew the flag above the shop he wrote articles defending

the shop he wrote articles defending

the shop he wrote articles defending their cause he also saw them as

their cause he also saw them as

their cause he also saw them as potential customers so he stopped goods

potential customers so he stopped goods

potential customers so he stopped goods in their colors the colors of the

in their colors the colors of the

in their colors the colors of the suffrage movement which were green for

suffrage movement which were green for

suffrage movement which were green for hope purple for dignity and white for

hope purple for dignity and white for

hope purple for dignity and white for purity

purity

purity Selfridges support for the suffragettes

Selfridges support for the suffragettes

Selfridges support for the suffragettes made him popular with women shoppers and

made him popular with women shoppers and

made him popular with women shoppers and when the campaign turned violent

when the campaign turned violent

when the campaign turned violent his stance protected his store in 1912

his stance protected his store in 1912

his stance protected his store in 1912 the suffragettes stepped up their

the suffragettes stepped up their

the suffragettes stepped up their campaign of militancy and they started

campaign of militancy and they started

campaign of militancy and they started burning public buildings they started

burning public buildings they started

burning public buildings they started spitting at nied's Minh in the street

spitting at nied's Minh in the street

spitting at nied's Minh in the street and they started smashing shop windows

and they started smashing shop windows

and they started smashing shop windows Selfridge benefited from his support for

Selfridge benefited from his support for

Selfridge benefited from his support for them they didn't smash his windows

them they didn't smash his windows

them they didn't smash his windows Selfridges egalitarian distinctly

Selfridges egalitarian distinctly

Selfridges egalitarian distinctly American ideals were paying dividends

American ideals were paying dividends

American ideals were paying dividends obviously in part his support for women

obviously in part his support for women

obviously in part his support for women was a calculated attempt to get

was a calculated attempt to get

was a calculated attempt to get customers in but he was an imaginative

customers in but he was an imaginative

customers in but he was an imaginative guy who wanted to promote something that

guy who wanted to promote something that

guy who wanted to promote something that was different from everywhere else of

was different from everywhere else of

was different from everywhere else of course in the end it benefited the store

course in the end it benefited the store

course in the end it benefited the store to some extent next Selfridge challenged

to some extent next Selfridge challenged

to some extent next Selfridge challenged Britain's greatest divide of all the

Britain's greatest divide of all the

Britain's greatest divide of all the class system in the early 1900's society

class system in the early 1900's society

class system in the early 1900's society was still clearly divided even when

was still clearly divided even when

was still clearly divided even when shopping the classes did not mix

shopping the classes did not mix

shopping the classes did not mix Selfridges was the first store in

Selfridges was the first store in

Selfridges was the first store in Britain where every class shopped

Britain where every class shopped

Britain where every class shopped together

together

together before Selfridge high-class people shot

before Selfridge high-class people shot

before Selfridge high-class people shot at high-class stores the upper-middle

at high-class stores the upper-middle

at high-class stores the upper-middle class at upper middle class stores

class at upper middle class stores

class at upper middle class stores skilled works different stars

skilled works different stars

skilled works different stars what Selfridge did was he said to the

what Selfridge did was he said to the

what Selfridge did was he said to the British people we are open to the whole

British people we are open to the whole

British people we are open to the whole British public and everybody is welcome

British public and everybody is welcome

British public and everybody is welcome the idea of appealing to all classes was

the idea of appealing to all classes was

the idea of appealing to all classes was openly sniffed at by his competitors but

openly sniffed at by his competitors but

openly sniffed at by his competitors but anyone with money to spend was welcome

anyone with money to spend was welcome

anyone with money to spend was welcome at Selfridges Selfridge was a totally

at Selfridges Selfridge was a totally

at Selfridges Selfridge was a totally self-made man so I think he appreciated

self-made man so I think he appreciated

self-made man so I think he appreciated the idea that everyone had the potential

the idea that everyone had the potential

the idea that everyone had the potential to be a wonderful profit-making customer

to be a wonderful profit-making customer

to be a wonderful profit-making customer for him

middle-class professions and their wives

middle-class professions and their wives

middle-class professions and their wives and children had money for the first

and children had money for the first

and children had money for the first time and they wanted to be accepted and

time and they wanted to be accepted and

time and they wanted to be accepted and taken seriously one of Selfridges

taken seriously one of Selfridges

taken seriously one of Selfridges strategies to attract customers of every

strategies to attract customers of every

strategies to attract customers of every class was to introduce discounted

class was to introduce discounted

class was to introduce discounted products in 1910 Selfridges opened the

products in 1910 Selfridges opened the

products in 1910 Selfridges opened the bargain-basement

bargain-basement

bargain-basement a well presented but price led

a well presented but price led

a well presented but price led department it caused a sensation

department it caused a sensation

department it caused a sensation after a few years it was worth a quarter

after a few years it was worth a quarter

after a few years it was worth a quarter of all the sales within the store you

of all the sales within the store you

of all the sales within the store you know that was pretty a pretty good idea

know that was pretty a pretty good idea

know that was pretty a pretty good idea Harry Selfridge also established the

Harry Selfridge also established the

Harry Selfridge also established the first fixed biannual sale it's now a

first fixed biannual sale it's now a

first fixed biannual sale it's now a worldwide retail tradition in 1910 the

worldwide retail tradition in 1910 the

worldwide retail tradition in 1910 the sales cemented Selfridges position as a

sales cemented Selfridges position as a

sales cemented Selfridges position as a store that was open to all it was a very

store that was open to all it was a very

store that was open to all it was a very American way of viewing the world you

American way of viewing the world you

American way of viewing the world you know the girl who comes in in a dirty

know the girl who comes in in a dirty

know the girl who comes in in a dirty dress you know who's working as a shop

dress you know who's working as a shop

dress you know who's working as a shop assistant could be a movie star tomorrow

assistant could be a movie star tomorrow

assistant could be a movie star tomorrow Selfridge is egalitarian approach

Selfridge is egalitarian approach

Selfridge is egalitarian approach extended to his staff he treated them in

extended to his staff he treated them in

extended to his staff he treated them in a totally different way from his

a totally different way from his

a totally different way from his competitors Selfridge brought customer

competitors Selfridge brought customer

competitors Selfridge brought customer service to London and transformed

service to London and transformed

service to London and transformed working in retail in Edwardian time as

working in retail in Edwardian time as

working in retail in Edwardian time as poor working conditions blighted British

poor working conditions blighted British

poor working conditions blighted British department stores many households still

department stores many households still

department stores many households still had domestic servants and shop staff

had domestic servants and shop staff

had domestic servants and shop staff were treated in much the same way they

were treated in much the same way they

were treated in much the same way they worked 12-hour days they didn't have any

worked 12-hour days they didn't have any

worked 12-hour days they didn't have any rights whatsoever they work six days a

rights whatsoever they work six days a

rights whatsoever they work six days a week they had no holidays to speak of so

week they had no holidays to speak of so

week they had no holidays to speak of so it was pretty hard and like servants

it was pretty hard and like servants

it was pretty hard and like servants shop staff lived in dormitories on site

shop staff lived in dormitories on site

shop staff lived in dormitories on site just outside London is this small

just outside London is this small

just outside London is this small old-fashioned department store called

old-fashioned department store called

old-fashioned department store called Jackson's

founded in 1875 you can still see today

founded in 1875 you can still see today

founded in 1875 you can still see today where the staff used to live above the

where the staff used to live above the

where the staff used to live above the storm now sadly but we've got here today

storm now sadly but we've got here today

storm now sadly but we've got here today is the carcass of what used to be there

is the carcass of what used to be there

is the carcass of what used to be there you've got to imagine this was very

you've got to imagine this was very

you've got to imagine this was very primitive accommodation you had one wash

primitive accommodation you had one wash

primitive accommodation you had one wash base and you had simple beds it wasn't

base and you had simple beds it wasn't

base and you had simple beds it wasn't like a hotel were your own house it was

like a hotel were your own house it was

like a hotel were your own house it was very much you lived here you work here

very much you lived here you work here

very much you lived here you work here so it was the basics of everything so

so it was the basics of everything so

so it was the basics of everything so they might have been at least 16 members

they might have been at least 16 members

they might have been at least 16 members of staff of it all sharing a little

of staff of it all sharing a little

of staff of it all sharing a little partition between themselves but all

partition between themselves but all

partition between themselves but all sharing the same wash basin so you can

sharing the same wash basin so you can

sharing the same wash basin so you can imagine at night there would've been a

imagine at night there would've been a

imagine at night there would've been a bit of a queue to wash themselves living

bit of a queue to wash themselves living

bit of a queue to wash themselves living at the department store meant living by

at the department store meant living by

at the department store meant living by their rules there was a curfew in the

their rules there was a curfew in the

their rules there was a curfew in the evening and on the shop floor staff were

evening and on the shop floor staff were

evening and on the shop floor staff were docked pay if they broke a list of

docked pay if they broke a list of

docked pay if they broke a list of management regulations Eric Jackson's we

management regulations Eric Jackson's we

management regulations Eric Jackson's we had some quite fair but strict finds all

had some quite fair but strict finds all

had some quite fair but strict finds all assistants are true breakfasted before

assistants are true breakfasted before

assistants are true breakfasted before they start work at 8 o'clock

they start work at 8 o'clock

they start work at 8 o'clock fine for breach six months all staff

fine for breach six months all staff

fine for breach six months all staff must at all times not gossip or lounge

must at all times not gossip or lounge

must at all times not gossip or lounge around in groups or you will be fined

around in groups or you will be fined

around in groups or you will be fined freedom's and my favourite all staff

freedom's and my favourite all staff

freedom's and my favourite all staff must provide ourselves with tape measure

must provide ourselves with tape measure

must provide ourselves with tape measure scissors and a pencil without these he

scissors and a pencil without these he

scissors and a pencil without these he is useless

Harry Selfridge established a new code

Harry Selfridge established a new code

Harry Selfridge established a new code of employment practice in Britain he did

of employment practice in Britain he did

of employment practice in Britain he did away with fines and none of his staff

away with fines and none of his staff

away with fines and none of his staff lived on site instead they received

lived on site instead they received

lived on site instead they received better pay in return he demanded a new

better pay in return he demanded a new

better pay in return he demanded a new culture of customer service his big big

culture of customer service his big big

culture of customer service his big big thing was don't push the sale just give

thing was don't push the sale just give

thing was don't push the sale just give them customer service customer service

them customer service customer service

them customer service customer service was key and I think that's a very

was key and I think that's a very

was key and I think that's a very American thing still today that you know

American thing still today that you know

American thing still today that you know if you treat the customer right then

if you treat the customer right then

if you treat the customer right then they're gonna want to buy Selfridge ran

they're gonna want to buy Selfridge ran

they're gonna want to buy Selfridge ran a tight ship

a tight ship

a tight ship he'd send the staff notes for

he'd send the staff notes for

he'd send the staff notes for improvements every morning and if he

improvements every morning and if he

improvements every morning and if he found any dust

found any dust

found any dust he'd pointedly write his initials in it

he'd pointedly write his initials in it

he'd pointedly write his initials in it with his finger because he was very

with his finger because he was very

with his finger because he was very sparing with his praise he wasn't a

sparing with his praise he wasn't a

sparing with his praise he wasn't a gushing effusive man at all when he did

gushing effusive man at all when he did

gushing effusive man at all when he did say well done it actually meant

say well done it actually meant

say well done it actually meant something Selfridge kept his distance

something Selfridge kept his distance

something Selfridge kept his distance and he suddenly never flirted or

and he suddenly never flirted or

and he suddenly never flirted or fraternized with staff he thoroughly

fraternized with staff he thoroughly

fraternized with staff he thoroughly disapproved of bringing sex into the

disapproved of bringing sex into the

disapproved of bringing sex into the workplace but unbeknownst to him in

workplace but unbeknownst to him in

workplace but unbeknownst to him in later years a secret affair did develop

later years a secret affair did develop

later years a secret affair did develop and it involved someone close to him his

and it involved someone close to him his

and it involved someone close to him his son Harry Selfridge jr. started work at

son Harry Selfridge jr. started work at

son Harry Selfridge jr. started work at the store Jennifer Selfridge is Harry

the store Jennifer Selfridge is Harry

the store Jennifer Selfridge is Harry juniors daughter he fell in love with a

juniors daughter he fell in love with a

juniors daughter he fell in love with a pretty girl in her 20s uh in who was

pretty girl in her 20s uh in who was

pretty girl in her 20s uh in who was working at Selfridges and worked for a

working at Selfridges and worked for a

working at Selfridges and worked for a while in the toy department and they

while in the toy department and they

while in the toy department and they formed a relationship

formed a relationship

formed a relationship Gordon senior would not approve of in a

Gordon senior would not approve of in a

Gordon senior would not approve of in a strange contradiction to the egalitarian

strange contradiction to the egalitarian

strange contradiction to the egalitarian philosophy of his store Selfridge senior

philosophy of his store Selfridge senior

philosophy of his store Selfridge senior was incredibly snobbish when it came to

was incredibly snobbish when it came to

was incredibly snobbish when it came to his own family

he wanted his children to marry into the

he wanted his children to marry into the

he wanted his children to marry into the upper classes British society was very

upper classes British society was very

upper classes British society was very heavily layer layered at that time as we

heavily layer layered at that time as we

heavily layer layered at that time as we all know and was doubtless that he was

all know and was doubtless that he was

all know and was doubtless that he was expected to marry a woman an upper-class

expected to marry a woman an upper-class

expected to marry a woman an upper-class English woman and Gordon's senior

English woman and Gordon's senior

English woman and Gordon's senior disapproved Selfridge junior was so

disapproved Selfridge junior was so

disapproved Selfridge junior was so worried he kept his relationship under

worried he kept his relationship under

worried he kept his relationship under wraps hiding his pregnant girlfriend

wraps hiding his pregnant girlfriend

wraps hiding his pregnant girlfriend away while he lived in a London

away while he lived in a London

away while he lived in a London apartment at the store Harry Gordon

apartment at the store Harry Gordon

apartment at the store Harry Gordon Selfridge his attitude remained modern

Selfridge his attitude remained modern

Selfridge his attitude remained modern and progressive and in 1911 he took his

and progressive and in 1911 he took his

and progressive and in 1911 he took his greatest risk having makeup and perfume

greatest risk having makeup and perfume

greatest risk having makeup and perfume near the front of the store is an

near the front of the store is an

near the front of the store is an innovation that is now widespread but

innovation that is now widespread but

innovation that is now widespread but that was really introduced by Selfridge

that was really introduced by Selfridge

that was really introduced by Selfridge Harry Gordon Selfridge invented the

Harry Gordon Selfridge invented the

Harry Gordon Selfridge invented the ground floor beauty and cosmetics

ground floor beauty and cosmetics

ground floor beauty and cosmetics department it is now the template for

department it is now the template for

department it is now the template for every department store

thanks to Harry Selfridge you walk into

thanks to Harry Selfridge you walk into

thanks to Harry Selfridge you walk into a department store pretty much anywhere

a department store pretty much anywhere

a department store pretty much anywhere around the world and he walked straight

around the world and he walked straight

around the world and he walked straight into fragrance and cosmetics but it was

into fragrance and cosmetics but it was

into fragrance and cosmetics but it was certainly not always the case in the

certainly not always the case in the

certainly not always the case in the Edwardian period makeup was available

Edwardian period makeup was available

Edwardian period makeup was available and judiciously worn but it was not

and judiciously worn but it was not

and judiciously worn but it was not respectable at a department store it was

respectable at a department store it was

respectable at a department store it was generally hidden away on an upper floor

generally hidden away on an upper floor

generally hidden away on an upper floor but Selfridge spotted an emerging

but Selfridge spotted an emerging

but Selfridge spotted an emerging opportunity he liked the idea of having

opportunity he liked the idea of having

opportunity he liked the idea of having perfumes near the front of the store he

perfumes near the front of the store he

perfumes near the front of the store he wanted to make a little bit of makeup

wanted to make a little bit of makeup

wanted to make a little bit of makeup more respectable than it was Selfridges

more respectable than it was Selfridges

more respectable than it was Selfridges brainstorm was to bring perfume and

brainstorm was to bring perfume and

brainstorm was to bring perfume and makeup together right by the main

makeup together right by the main

makeup together right by the main entrance so the first thing that happens

entrance so the first thing that happens

entrance so the first thing that happens is your senses are assaulted with

is your senses are assaulted with

is your senses are assaulted with wonderful smells wonderful scent but the

wonderful smells wonderful scent but the

wonderful smells wonderful scent but the add on of colored makeup it became not

add on of colored makeup it became not

add on of colored makeup it became not just acceptable it became desirable for

just acceptable it became desirable for

just acceptable it became desirable for young women to wear colored cosmetics

young women to wear colored cosmetics

young women to wear colored cosmetics so he pulled everything together it was

so he pulled everything together it was

so he pulled everything together it was enormous ly popular ground-floor

enormous ly popular ground-floor

enormous ly popular ground-floor cosmetics continues in Selfridges today

cosmetics continues in Selfridges today

cosmetics continues in Selfridges today and it's one of the most lucrative

and it's one of the most lucrative

and it's one of the most lucrative departments Michael Sheridan owns an

departments Michael Sheridan owns an

departments Michael Sheridan owns an international retail design agency he

international retail design agency he

international retail design agency he believes Harry Selfridges placement of

believes Harry Selfridges placement of

believes Harry Selfridges placement of cosmetics is fundamental to department

cosmetics is fundamental to department

cosmetics is fundamental to department stores for me it's very much the kind of

stores for me it's very much the kind of

stores for me it's very much the kind of candy that draws people into big retail

candy that draws people into big retail

candy that draws people into big retail spaces creates an enormous amount of

spaces creates an enormous amount of

spaces creates an enormous amount of theater people visiting our department

theater people visiting our department

theater people visiting our department stores and therefore were very clever

stores and therefore were very clever

stores and therefore were very clever that he recognized that it should be one

that he recognized that it should be one

that he recognized that it should be one of the first things that you find when

of the first things that you find when

of the first things that you find when you go into a store that's supposed to

you go into a store that's supposed to

you go into a store that's supposed to offer you everything

offer you everything

offer you everything Harry Selfridges original ideas have

Harry Selfridges original ideas have

Harry Selfridges original ideas have inspired modern retail psychology today

inspired modern retail psychology today

inspired modern retail psychology today stores use a variety of hidden

stores use a variety of hidden

stores use a variety of hidden techniques to encourage the customer to

techniques to encourage the customer to

techniques to encourage the customer to buy according to Michael at Selfridges

buy according to Michael at Selfridges

buy according to Michael at Selfridges they're trying to seed the denim

they're trying to seed the denim

they're trying to seed the denim department in customers mind as that

department in customers mind as that

department in customers mind as that wonderful display of hanging out washing

wonderful display of hanging out washing

wonderful display of hanging out washing with continuous pairs of jeans to

with continuous pairs of jeans to

with continuous pairs of jeans to performance the laundry line with denim

performance the laundry line with denim

performance the laundry line with denim but also it's probably not so noticeable

but also it's probably not so noticeable

but also it's probably not so noticeable are the planters at the bottom to the

are the planters at the bottom to the

are the planters at the bottom to the tops the escalators the floral displays

tops the escalators the floral displays

tops the escalators the floral displays in them are actually made out of denim

in them are actually made out of denim

in them are actually made out of denim so whether you're a very observant

so whether you're a very observant

so whether you're a very observant shopper or you're a very unobservant

shopper or you're a very unobservant

shopper or you're a very unobservant shopper you're going to leave with the

shopper you're going to leave with the

shopper you're going to leave with the impression that there's something going

impression that there's something going

impression that there's something going on to do with denim so if in a week or

on to do with denim so if in a week or

on to do with denim so if in a week or so time you're thinking actually I do

so time you're thinking actually I do

so time you're thinking actually I do want a pair of jeans chances are you'll

want a pair of jeans chances are you'll

want a pair of jeans chances are you'll be going back to Selfridges back in 1914

be going back to Selfridges back in 1914

be going back to Selfridges back in 1914 Harry Selfridges new ideas meant the

Harry Selfridges new ideas meant the

Harry Selfridges new ideas meant the store was booming but it was about to

store was booming but it was about to

store was booming but it was about to need his retail genius more than ever

in 1914 World War one began on the face

in 1914 World War one began on the face

in 1914 World War one began on the face of it war and shopping shouldn't mix but

of it war and shopping shouldn't mix but

of it war and shopping shouldn't mix but in wartime London life went on

there's a sense of just that it's part

there's a sense of just that it's part

there's a sense of just that it's part of your patriotic duty to carry on as

of your patriotic duty to carry on as

of your patriotic duty to carry on as usual and to continue going shopping and

usual and to continue going shopping and

usual and to continue going shopping and that was a part of the way you're going

that was a part of the way you're going

that was a part of the way you're going to resist the enemy in fact some London

to resist the enemy in fact some London

to resist the enemy in fact some London department stores turned the war to

department stores turned the war to

department stores turned the war to their advantage Harrods had struck a

their advantage Harrods had struck a

their advantage Harrods had struck a deal to make British Army uniforms

deal to make British Army uniforms

deal to make British Army uniforms Selfridge made do with a contract for

Selfridge made do with a contract for

Selfridge made do with a contract for the French Army's underwear and in store

the French Army's underwear and in store

the French Army's underwear and in store a cynical stunt helped the well-stocked

a cynical stunt helped the well-stocked

a cynical stunt helped the well-stocked pharmacy push it swears

pharmacy push it swears

pharmacy push it swears they had a demonstration where the store

they had a demonstration where the store

they had a demonstration where the store pharmacist made mustard gas on the roof

pharmacist made mustard gas on the roof

pharmacist made mustard gas on the roof in 1915 it was must have been horrific

in 1915 it was must have been horrific

in 1915 it was must have been horrific but the smell and the actual reality of

but the smell and the actual reality of

but the smell and the actual reality of it hitting home and their mothers would

it hitting home and their mothers would

it hitting home and their mothers would rush to the chemist and buy gauze to

rush to the chemist and buy gauze to

rush to the chemist and buy gauze to send out to their boys which of course

send out to their boys which of course

send out to their boys which of course is not needed as the last year of the

is not needed as the last year of the

is not needed as the last year of the war approached the store posted record

war approached the store posted record

war approached the store posted record annual profits by 1919 and the end of

annual profits by 1919 and the end of

annual profits by 1919 and the end of the war Selfridge had made so much money

the war Selfridge had made so much money

the war Selfridge had made so much money he could afford a lavish extension the

he could afford a lavish extension the

he could afford a lavish extension the construction doubled the size of the

construction doubled the size of the

construction doubled the size of the store creating the two-block site we see

store creating the two-block site we see

store creating the two-block site we see today it was ready for the explosion of

today it was ready for the explosion of

today it was ready for the explosion of the 1920s Selfridges today

the 1920s Selfridges today

the 1920s Selfridges today markets itself as young and fashionable

markets itself as young and fashionable

markets itself as young and fashionable it dedicates more space than any other

it dedicates more space than any other

it dedicates more space than any other London store to youth culture and trendy

London store to youth culture and trendy

London store to youth culture and trendy clothing that identity began in the

clothing that identity began in the

clothing that identity began in the 1920s the 1920s is the era of youth it's

1920s the 1920s is the era of youth it's

1920s the 1920s is the era of youth it's a time when young people stopped

a time when young people stopped

a time when young people stopped deferring to their elders after the

deferring to their elders after the

deferring to their elders after the catastrophe the First World War

catastrophe the First World War

catastrophe the First World War they weren't going to be dictated to by

they weren't going to be dictated to by

they weren't going to be dictated to by a bunch of crusty old men who'd caused

a bunch of crusty old men who'd caused

a bunch of crusty old men who'd caused so much trouble and so you get the sense

so much trouble and so you get the sense

so much trouble and so you get the sense of youth and vigor

of youth and vigor

of youth and vigor Harry Selfridge and his store were quick

Harry Selfridge and his store were quick

Harry Selfridge and his store were quick to embrace the new scene not only did

to embrace the new scene not only did

to embrace the new scene not only did they stop dresses in the fashionable

they stop dresses in the fashionable

they stop dresses in the fashionable shorter lengths for the first time they

shorter lengths for the first time they

shorter lengths for the first time they were pre-made and ready to wear off the

were pre-made and ready to wear off the

were pre-made and ready to wear off the racks this dress is a kind of really

racks this dress is a kind of really

racks this dress is a kind of really typical style for something that might

typical style for something that might

typical style for something that might have been worn in the mid 1920s now this

have been worn in the mid 1920s now this

have been worn in the mid 1920s now this is a huge departure from the styles that

is a huge departure from the styles that

is a huge departure from the styles that were being worn just a decade earlier at

were being worn just a decade earlier at

were being worn just a decade earlier at their highest dress hems painted just

their highest dress hems painted just

their highest dress hems painted just below the knee now this is really the

below the knee now this is really the

below the knee now this is really the sort of first time in women's fashion

sort of first time in women's fashion

sort of first time in women's fashion that dresses with this shorts so you can

that dresses with this shorts so you can

that dresses with this shorts so you can imagine the kind of shock that it caused

imagine the kind of shock that it caused

imagine the kind of shock that it caused when women were out in public wearing

when women were out in public wearing

when women were out in public wearing styles like this as new up-tempo music

styles like this as new up-tempo music

styles like this as new up-tempo music swept over from America

swept over from America

swept over from America Selfridges lightweight dresses started

Selfridges lightweight dresses started

Selfridges lightweight dresses started to fly off the racks women were dancing

to fly off the racks women were dancing

to fly off the racks women were dancing the black button were dancing the

the black button were dancing the

the black button were dancing the Charleston you get all of these new

Charleston you get all of these new

Charleston you get all of these new dances being developed so it really the

dances being developed so it really the

dances being developed so it really the sort of the dancing the movement is all

sort of the dancing the movement is all

sort of the dancing the movement is all reflected all of those changes are

reflected all of those changes are

reflected all of those changes are reflected in the sign up dress you see

reflected in the sign up dress you see

reflected in the sign up dress you see here in London there was a new breed of

here in London there was a new breed of

here in London there was a new breed of nightclubs and risque entertainment

nightclubs and risque entertainment

nightclubs and risque entertainment Selfridge himself had always had a taste

Selfridge himself had always had a taste

Selfridge himself had always had a taste for nightlife gambling and occasionally

for nightlife gambling and occasionally

for nightlife gambling and occasionally women when his beloved wife Rosalie died

women when his beloved wife Rosalie died

women when his beloved wife Rosalie died suddenly in 1918 the 62 year old became

suddenly in 1918 the 62 year old became

suddenly in 1918 the 62 year old became a familiar face in after-hours London

a familiar face in after-hours London

a familiar face in after-hours London when someone like Harry Selfridge comes

when someone like Harry Selfridge comes

when someone like Harry Selfridge comes along and he starts going to these

along and he starts going to these

along and he starts going to these nightclubs and mixing with these younger

nightclubs and mixing with these younger

nightclubs and mixing with these younger people even though he's an anomaly

people even though he's an anomaly

people even though he's an anomaly because he's so old he's accepted

because he's so old he's accepted

because he's so old he's accepted because he's got money to spend and he

because he's got money to spend and he

because he's got money to spend and he loves being part of it so why not

loves being part of it so why not

loves being part of it so why not Selfridge was the first retailer to

Selfridge was the first retailer to

Selfridge was the first retailer to become a celebrity himself and he

become a celebrity himself and he

become a celebrity himself and he harnessed that celebrity to his

harnessed that celebrity to his

harnessed that celebrity to his advantage parading his showbiz friends

advantage parading his showbiz friends

advantage parading his showbiz friends through the storm

through the storm

through the storm so this birth of the cult of celebrity

so this birth of the cult of celebrity

so this birth of the cult of celebrity if you want that didn't really exist in

if you want that didn't really exist in

if you want that didn't really exist in those days having Douglas Fairbanks come

those days having Douglas Fairbanks come

those days having Douglas Fairbanks come in Charlie Chaplin come in I mean these

in Charlie Chaplin come in I mean these

in Charlie Chaplin come in I mean these were huge major international stars and

were huge major international stars and

were huge major international stars and they came in and once they done whatever

they came in and once they done whatever

they came in and once they done whatever they were going to do they'd go up to

they were going to do they'd go up to

they were going to do they'd go up to his office and sign his window he had a

his office and sign his window he had a

his office and sign his window he had a corner window with a diamond tip pen and

corner window with a diamond tip pen and

corner window with a diamond tip pen and sign that autograph on the window I know

sign that autograph on the window I know

sign that autograph on the window I know the store itself was famous around the

the store itself was famous around the

the store itself was famous around the world in particular it was known for its

world in particular it was known for its

world in particular it was known for its extraordinary windows the store has 21

extraordinary windows the store has 21

extraordinary windows the store has 21 plate glass windows running along Oxford

plate glass windows running along Oxford

plate glass windows running along Oxford Street the stylistic displays are

Street the stylistic displays are

Street the stylistic displays are central to the stores identity they

central to the stores identity they

central to the stores identity they invest huge resources into window

invest huge resources into window

invest huge resources into window dressing every few months in the early

dressing every few months in the early

dressing every few months in the early hours and out of sight of the public a

hours and out of sight of the public a

hours and out of sight of the public a specialist team changes the entire strip

specialist team changes the entire strip

specialist team changes the entire strip in unison in the 1920s the Selfridges

in unison in the 1920s the Selfridges

in unison in the 1920s the Selfridges windows were the largest in the world

windows were the largest in the world

windows were the largest in the world and the designers were revolution

Selfridge didn't just fill them with

Selfridge didn't just fill them with

Selfridge didn't just fill them with goods like other stores he filled them

goods like other stores he filled them

goods like other stores he filled them with stories narratives pictures he made

with stories narratives pictures he made

with stories narratives pictures he made them very attractive so that people

them very attractive so that people

them very attractive so that people imagined themselves in the store for the

imagined themselves in the store for the

imagined themselves in the store for the first time in London a store was not

first time in London a store was not

first time in London a store was not just selling products but a lifestyle

just selling products but a lifestyle

just selling products but a lifestyle and they took the unprecedented step of

and they took the unprecedented step of

and they took the unprecedented step of lighting their displays after dark

Selfridges was one of the first public

Selfridges was one of the first public

Selfridges was one of the first public places to use mass electricity and the

places to use mass electricity and the

places to use mass electricity and the store went on to debut many of the

store went on to debut many of the

store went on to debut many of the greatest inventions of the 20th century

greatest inventions of the 20th century

greatest inventions of the 20th century it staged the first ever demonstration

it staged the first ever demonstration

it staged the first ever demonstration of television and broadcast early radio

of television and broadcast early radio

of television and broadcast early radio Harry Selfridge ensured that the store

Harry Selfridge ensured that the store

Harry Selfridge ensured that the store was always as futuristic as possible

was always as futuristic as possible

was always as futuristic as possible inside the store there were other

inside the store there were other

inside the store there were other innovations there were nine elevators

innovations there were nine elevators

innovations there were nine elevators this had not happened before in British

this had not happened before in British

this had not happened before in British department stores at the Museum of

department stores at the Museum of

department stores at the Museum of London they've kept the ornate elevators

London they've kept the ornate elevators

London they've kept the ornate elevators from the 1920s this was really

from the 1920s this was really

from the 1920s this was really cutting-edge technology and that was

cutting-edge technology and that was

cutting-edge technology and that was something that Selfridges offered many

something that Selfridges offered many

something that Selfridges offered many of its visitors and so for the first

of its visitors and so for the first

of its visitors and so for the first time many people would have gone into a

time many people would have gone into a

time many people would have gone into a lift and Selfridges it was a foot a new

lift and Selfridges it was a foot a new

lift and Selfridges it was a foot a new experience for them the first thing that

experience for them the first thing that

experience for them the first thing that they did was look up at the ceiling

they did was look up at the ceiling

they did was look up at the ceiling because they couldn't quite believe that

because they couldn't quite believe that

because they couldn't quite believe that they were going up another novelty that

they were going up another novelty that

they were going up another novelty that called with Gordon Selfridge introduced

called with Gordon Selfridge introduced

called with Gordon Selfridge introduced were female lift operators and they were

were female lift operators and they were

were female lift operators and they were kitted out in beautiful white uniforms

kitted out in beautiful white uniforms

kitted out in beautiful white uniforms with knickerbockers and beautiful white

with knickerbockers and beautiful white

with knickerbockers and beautiful white jackets and they would manually operate

jackets and they would manually operate

jackets and they would manually operate the list for anyone who came into them

the list for anyone who came into them

the list for anyone who came into them and of course this was quite unusual to

and of course this was quite unusual to

and of course this was quite unusual to have women working in a lift because it

have women working in a lift because it

have women working in a lift because it meant that very often women were in very

meant that very often women were in very

meant that very often women were in very close proximity to men in the same small

close proximity to men in the same small

close proximity to men in the same small space and this was very unique this was

space and this was very unique this was

space and this was very unique this was something that wasn't really seen as an

something that wasn't really seen as an

something that wasn't really seen as an acceptable practice previously the

acceptable practice previously the

acceptable practice previously the elevator operators reflect Selfridges

elevator operators reflect Selfridges

elevator operators reflect Selfridges liberal racier style at times it put him

liberal racier style at times it put him

liberal racier style at times it put him at odds with Britain's conservative

at odds with Britain's conservative

at odds with Britain's conservative elite who disapproved of his risque

elite who disapproved of his risque

elite who disapproved of his risque approach to retail there was a lot of

approach to retail there was a lot of

approach to retail there was a lot of snobbishness about what was considered

snobbishness about what was considered

snobbishness about what was considered the sort of vulgarity of Americans and

the sort of vulgarity of Americans and

the sort of vulgarity of Americans and Selfridge really did fall into that he

Selfridge really did fall into that he

Selfridge really did fall into that he was a bit excessive by English standards

was a bit excessive by English standards

was a bit excessive by English standards and he did feel excluded Selfridge was

and he did feel excluded Selfridge was

and he did feel excluded Selfridge was desperate to break into the British

desperate to break into the British

desperate to break into the British upper classes but it was an obsession

upper classes but it was an obsession

upper classes but it was an obsession that was to cost his store

that was to cost his store

that was to cost his store dear Selfridge spared no expense trying

dear Selfridge spared no expense trying

dear Selfridge spared no expense trying to make it as a British gentleman he

to make it as a British gentleman he

to make it as a British gentleman he used the stores healthy profits to pay

used the stores healthy profits to pay

used the stores healthy profits to pay for astronomical personal expenses money

for astronomical personal expenses money

for astronomical personal expenses money in America was usually enough to give

in America was usually enough to give

in America was usually enough to give you kind of class status it wasn't as

you kind of class status it wasn't as

you kind of class status it wasn't as easy in Britain and he spent his money

easy in Britain and he spent his money

easy in Britain and he spent his money like water and he was extremely

like water and he was extremely

like water and he was extremely extravagant Selfridge rented Lord

extravagant Selfridge rented Lord

extravagant Selfridge rented Lord Lansdowne round house in London and

Lansdowne round house in London and

Lansdowne round house in London and Highcliff castle on the coast and this

Highcliff castle on the coast and this

Highcliff castle on the coast and this never-before-seen footage shows him

never-before-seen footage shows him

never-before-seen footage shows him entertaining aboard his fully crewed

entertaining aboard his fully crewed

entertaining aboard his fully crewed luxury steam yacht whilst profits were

luxury steam yacht whilst profits were

luxury steam yacht whilst profits were up the store could afford to support his

up the store could afford to support his

up the store could afford to support his expenditure but behind the scenes a

expenditure but behind the scenes a

expenditure but behind the scenes a perfect storm was brewing it began with

perfect storm was brewing it began with

perfect storm was brewing it began with the dolly sisters they were identical

the dolly sisters they were identical

the dolly sisters they were identical twins they were extraordinary creatures

twins they were extraordinary creatures

twins they were extraordinary creatures they were petite when they grew up

they were petite when they grew up

they were petite when they grew up beautiful dark exotic looking by the

beautiful dark exotic looking by the

beautiful dark exotic looking by the late 1920s the sisters were the most

late 1920s the sisters were the most

late 1920s the sisters were the most famous cabaret and film stars in the

famous cabaret and film stars in the

famous cabaret and film stars in the world they're racing notoriety inspired

world they're racing notoriety inspired

world they're racing notoriety inspired the term dolly birth and Harry Gordon

the term dolly birth and Harry Gordon

the term dolly birth and Harry Gordon Selfridge was absolutely besotted there

Selfridge was absolutely besotted there

Selfridge was absolutely besotted there would have been quite a large number of

would have been quite a large number of

would have been quite a large number of very influential and famous men that

very influential and famous men that

very influential and famous men that would have been firing themselves at the

would have been firing themselves at the

would have been firing themselves at the dolly sisters at that time and Selfridge

dolly sisters at that time and Selfridge

dolly sisters at that time and Selfridge was very persistent he wanted to spend

was very persistent he wanted to spend

was very persistent he wanted to spend time with him he thought they were great

time with him he thought they were great

time with him he thought they were great Selfridge had floated the store on the

Selfridge had floated the store on the

Selfridge had floated the store on the stock market in 1926 and made a fortune

stock market in 1926 and made a fortune

stock market in 1926 and made a fortune he had access to a great deal of money

he had access to a great deal of money

he had access to a great deal of money and the dollies were happy to spend it

and the dollies were happy to spend it

and the dollies were happy to spend it he was very generous gave them lots of

he was very generous gave them lots of

he was very generous gave them lots of different things and through him they

different things and through him they

different things and through him they got into gambling one of the reasons why

got into gambling one of the reasons why

got into gambling one of the reasons why Selfridge and Jenny dolly liked each

Selfridge and Jenny dolly liked each

Selfridge and Jenny dolly liked each other's company so much was gambling

Selfridge in the dollies were regular

Selfridge in the dollies were regular

Selfridge in the dollies were regular faces at the card tables but behind the

faces at the card tables but behind the

faces at the card tables but behind the smiles Harry and Jenny were sliding

smiles Harry and Jenny were sliding

smiles Harry and Jenny were sliding towards a gambling addiction Selfridge

towards a gambling addiction Selfridge

towards a gambling addiction Selfridge bankrolled huge losses at the tables of

bankrolled huge losses at the tables of

bankrolled huge losses at the tables of French casinos and then charged it to

French casinos and then charged it to

French casinos and then charged it to the store he would fund the gambling he

the store he would fund the gambling he

the store he would fund the gambling he would fund her all the money and if she

would fund her all the money and if she

would fund her all the money and if she lost he lost and if she won she kept the

lost he lost and if she won she kept the

lost he lost and if she won she kept the money this is particularly interesting

money this is particularly interesting

money this is particularly interesting because it's some Harry Selfridges

because it's some Harry Selfridges

because it's some Harry Selfridges account book and columns of figures of

account book and columns of figures of

account book and columns of figures of money that he spent under sometimes tiny

money that he spent under sometimes tiny

money that he spent under sometimes tiny tiny things I mean he even records

tiny things I mean he even records

tiny things I mean he even records magazines and newspapers and then much

magazines and newspapers and then much

magazines and newspapers and then much larger sums of seriously large here's

larger sums of seriously large here's

larger sums of seriously large here's another entry for twelve hundred pounds

another entry for twelve hundred pounds

another entry for twelve hundred pounds and these sums of money the larger sums

and these sums of money the larger sums

and these sums of money the larger sums have no entry by the side of them it is

have no entry by the side of them it is

have no entry by the side of them it is safe I think to assume that they are

safe I think to assume that they are

safe I think to assume that they are gaming debts one thousand two hundred

gaming debts one thousand two hundred

gaming debts one thousand two hundred pounds is $65,000 in today's money

pounds is $65,000 in today's money

pounds is $65,000 in today's money it's been estimated that she cooks him

it's been estimated that she cooks him

it's been estimated that she cooks him about in a region of two hundred million

about in a region of two hundred million

about in a region of two hundred million pounds in arm in contemporary money the

pounds in arm in contemporary money the

pounds in arm in contemporary money the extravagance couldn't last

extravagance couldn't last

extravagance couldn't last by the 1930s the effects of the Great

by the 1930s the effects of the Great

by the 1930s the effects of the Great Depression were being felt in London

Depression were being felt in London

Depression were being felt in London Selfridges in particular was beginning

Selfridges in particular was beginning

Selfridges in particular was beginning to struggle the other department stores

to struggle the other department stores

to struggle the other department stores and copied Harry's ideas and the

and copied Harry's ideas and the

and copied Harry's ideas and the competitive advantage had been lost

competitive advantage had been lost

competitive advantage had been lost what's more Selfridge had made a fatal

what's more Selfridge had made a fatal

what's more Selfridge had made a fatal business error and over expanded by 1939

business error and over expanded by 1939

business error and over expanded by 1939 the store was in debt and hemorrhaging

the store was in debt and hemorrhaging

the store was in debt and hemorrhaging cash but Harry continued to fund his

cash but Harry continued to fund his

cash but Harry continued to fund his lifestyle and gambling from the store

lifestyle and gambling from the store

lifestyle and gambling from the store coffers

coffers

coffers as a publicly limited company the board

as a publicly limited company the board

as a publicly limited company the board of Selfridges could call an

of Selfridges could call an

of Selfridges could call an extraordinary general meeting

extraordinary general meeting

extraordinary general meeting eighty-year-old Harry Gordon Selfridge

eighty-year-old Harry Gordon Selfridge

eighty-year-old Harry Gordon Selfridge was told to attend the company was in

was told to attend the company was in

was told to attend the company was in difficulties by the late 1930s and his

difficulties by the late 1930s and his

difficulties by the late 1930s and his personal debts that cost the company

personal debts that cost the company

personal debts that cost the company considerable Monet he also had debts to

considerable Monet he also had debts to

considerable Monet he also had debts to the Inland Revenue which was huge the

the Inland Revenue which was huge the

the Inland Revenue which was huge the board of Selfridges told him he had to

board of Selfridges told him he had to

board of Selfridges told him he had to pay his debts all go Selfridge was

pay his debts all go Selfridge was

pay his debts all go Selfridge was demoted to honorary chairman and given a

demoted to honorary chairman and given a

demoted to honorary chairman and given a meager pension

meager pension

meager pension you can't go on forever but at that

you can't go on forever but at that

you can't go on forever but at that point in a move that was deeply

point in a move that was deeply

point in a move that was deeply ungracious and very badly handled they

ungracious and very badly handled they

ungracious and very badly handled they guaranteed to give him a pension and

guaranteed to give him a pension and

guaranteed to give him a pension and stripped him of his job eight months

stripped him of his job eight months

stripped him of his job eight months later after he kept coming into the

later after he kept coming into the

later after he kept coming into the store the staffer embarrassed his

store the staffer embarrassed his

store the staffer embarrassed his secretary had no letters to send to

secretary had no letters to send to

secretary had no letters to send to anybody he would dictate them but there

anybody he would dictate them but there

anybody he would dictate them but there was no work for him to do by the end

was no work for him to do by the end

was no work for him to do by the end Selfridge almost became an embarrassment

Selfridge almost became an embarrassment

Selfridge almost became an embarrassment to the store once they had taken any

to the store once they had taken any

to the store once they had taken any managerial authority away from him they

managerial authority away from him they

managerial authority away from him they were quite quick to take away most of

were quite quick to take away most of

were quite quick to take away most of what had been left in 1940 the title of

what had been left in 1940 the title of

what had been left in 1940 the title of chairman was also withdrawn Selfridge

chairman was also withdrawn Selfridge

chairman was also withdrawn Selfridge was told he was no longer welcome at his

was told he was no longer welcome at his

was told he was no longer welcome at his beloved store but he couldn't let go he

beloved store but he couldn't let go he

beloved store but he couldn't let go he travelled to Oxford Street every day

travelled to Oxford Street every day

travelled to Oxford Street every day simply to stand in the street and stare

simply to stand in the street and stare

simply to stand in the street and stare up at the store he'd built

people saw him still in his rather smart

people saw him still in his rather smart

people saw him still in his rather smart clothes then no longer very appropriate

clothes then no longer very appropriate

clothes then no longer very appropriate shabby but kind of you know morning suit

shabby but kind of you know morning suit

shabby but kind of you know morning suit and top hat looking at Selfridges but

and top hat looking at Selfridges but

and top hat looking at Selfridges but really outside it and neglected he used

really outside it and neglected he used

really outside it and neglected he used to count pennies at the bus stop by the

to count pennies at the bus stop by the

to count pennies at the bus stop by the Green Man pub to get on the bus from

Green Man pub to get on the bus from

Green Man pub to get on the bus from Putney and come to Oxford Street and in

Putney and come to Oxford Street and in

Putney and come to Oxford Street and in 1943 standing opposite looking

1943 standing opposite looking

1943 standing opposite looking incredibly threadbare he was arrested

incredibly threadbare he was arrested

incredibly threadbare he was arrested for being a vagrant Harry Gordon

for being a vagrant Harry Gordon

for being a vagrant Harry Gordon Selfridge died in 1947 despite all his

Selfridge died in 1947 despite all his

Selfridge died in 1947 despite all his success he passed away penniless and

success he passed away penniless and

success he passed away penniless and finally he died and I think it was a

finally he died and I think it was a

finally he died and I think it was a very basic kind of funeral so it was a

very basic kind of funeral so it was a

very basic kind of funeral so it was a sad ending and he didn't pass on his

sad ending and he didn't pass on his

sad ending and he didn't pass on his wealth I don't think his children were

wealth I don't think his children were

wealth I don't think his children were particularly wealthy because there was

particularly wealthy because there was

particularly wealthy because there was no wealth to pass on although Selfridge

no wealth to pass on although Selfridge

no wealth to pass on although Selfridge left no inheritance his granddaughter

left no inheritance his granddaughter

left no inheritance his granddaughter Jennifer holds no ill feeling well I I I

Jennifer holds no ill feeling well I I I

Jennifer holds no ill feeling well I I I feel have no problem with that at all I

feel have no problem with that at all I

feel have no problem with that at all I think my grandfather earned all that

think my grandfather earned all that

think my grandfather earned all that money and he also managed to spend all

money and he also managed to spend all

money and he also managed to spend all of it but there is a final extraordinary

of it but there is a final extraordinary

of it but there is a final extraordinary twist to the tale

Jennifer her siblings and her mother

Jennifer her siblings and her mother

Jennifer her siblings and her mother were always kept hidden from Harry

were always kept hidden from Harry

were always kept hidden from Harry Gordon Selfridge this private home movie

Gordon Selfridge this private home movie

Gordon Selfridge this private home movie shows Jennifer's parents happily

shows Jennifer's parents happily

shows Jennifer's parents happily together as they were for the rest of

together as they were for the rest of

together as they were for the rest of their lives

yet incredibly Harry jr. never felt able

yet incredibly Harry jr. never felt able

yet incredibly Harry jr. never felt able to reveal his wife and family to his

to reveal his wife and family to his

to reveal his wife and family to his father

Jennifer Selfridge never met her

Jennifer Selfridge never met her

Jennifer Selfridge never met her grandfather Harry Gordon Selfridge the

grandfather Harry Gordon Selfridge the

grandfather Harry Gordon Selfridge the relationship and we as four children

relationship and we as four children

relationship and we as four children were kept quiet secret in a way that

were kept quiet secret in a way that

were kept quiet secret in a way that awful isn't that ridiculous it is absurd

awful isn't that ridiculous it is absurd

awful isn't that ridiculous it is absurd but it all worked out I'm happy to be

but it all worked out I'm happy to be

but it all worked out I'm happy to be descended from him you know he made

descended from him you know he made

descended from him you know he made something great and it's still there you

something great and it's still there you

something great and it's still there you know it's still there

know it's still there

know it's still there Selfridges legacy is strong

Selfridges legacy is strong

Selfridges legacy is strong the store has survived 70 years since he

the store has survived 70 years since he

the store has survived 70 years since he passed

passed

passed in the Second World War it's deep

in the Second World War it's deep

in the Second World War it's deep basements we use two-stage secure

basements we use two-stage secure

basements we use two-stage secure communications between Churchill and

communications between Churchill and

communications between Churchill and Roosevelt and from the 50s to 90s it

Roosevelt and from the 50s to 90s it

Roosevelt and from the 50s to 90s it continued to trade but it was no longer

continued to trade but it was no longer

continued to trade but it was no longer an industry leader changing ownership

an industry leader changing ownership

an industry leader changing ownership several times then in 2003 it was

several times then in 2003 it was

several times then in 2003 it was finally taken back into private hands

finally taken back into private hands

finally taken back into private hands the Western a Canadian billionaire

the Western a Canadian billionaire

the Western a Canadian billionaire retailer family have rejuvenated the

retailer family have rejuvenated the

retailer family have rejuvenated the storm reinventing the Harry Gordon

storm reinventing the Harry Gordon

storm reinventing the Harry Gordon Selfridge formula of interior design and

Selfridge formula of interior design and

Selfridge formula of interior design and high fashion under the westerns

high fashion under the westerns

high fashion under the westerns Selfridges is now posting record profits

Selfridges is now posting record profits

Selfridges is now posting record profits once again thanks to Harry Gordon

once again thanks to Harry Gordon

once again thanks to Harry Gordon Selfridge the store still has pride of

Selfridge the store still has pride of

Selfridge the store still has pride of place on Oxford Street

place on Oxford Street

place on Oxford Street it stands today as testament to one

it stands today as testament to one

it stands today as testament to one Americans lasting impact on Britain the

Americans lasting impact on Britain the

Americans lasting impact on Britain the secret of Selfridges is out harry's

secret of Selfridges is out harry's

secret of Selfridges is out harry's American dream is alive in the heart of

American dream is alive in the heart of

American dream is alive in the heart of London it has withstood two world wars

London it has withstood two world wars

London it has withstood two world wars and there it is today full of life with

and there it is today full of life with

and there it is today full of life with flags wine and that personality I

flags wine and that personality I

flags wine and that personality I believe is imbued in the building

believe is imbued in the building

believe is imbued in the building through the force of the personality of

through the force of the personality of

through the force of the personality of the man who built it this program is

the man who built it this program is

the man who built it this program is made possible by contributions to your

made possible by contributions to your

made possible by contributions to your PBS station from viewers like you

PBS station from viewers like you

PBS station from viewers like you thank you

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to learn more about secrets of

to learn more about secrets of Selfridges please visit pbs.org secrets

Selfridges please visit pbs.org secrets

Selfridges please visit pbs.org secrets of Selfridges is available on DVD to

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