All language subtitles for Documentary Secrets of Selfridges - YT

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

to learn more about secrets of

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

of Selfridges is available on DVD to

of Selfridges is available on DVD to
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