THE HISTORY OF SELFRIDGES
In 1909, Harry Gordon Selfridge revolutionised retail. From the day Selfridges opened, theatre and experience have been at the heart of our business. Today, we stay true to that spirit by weaving creative experimentation, activism and cultural moments through our extraordinary customer experience.
2020s
May 2024
BEAUTY HALL RENOVATION
A much anticipated 12-month renovation of the Selfridges London Beauty Hall is completed, becoming home to over 300 industry-leading beauty brands and over 1,000 beauty experts. The launch is celebrated with the campaign ‘Big City Beauty’.
April 2024
PERMANENT RESELFRIDGES DESTINATIONS
At Selfridges, new, second hand and circular continue to coexist as a part of a seamless shopping experience, with the opening of expanded Reselfridges accessories destinations in every store.
Spring/summer 2023
WORN AGAIN
Selfridges launches Worn Again, the retailer’s first season dedicated to secondhand and circular shopping. The scheme brings new destinations, collaborations, and events to customers through Reselfridges, with the aim of making shopping secondhand and circular easy, exciting, and desirable.
July 2023
SELFRIDGES UNLOCKED
Selfridges introduces Selfridges Unlocked, an open-to-all community that gives customers full access to the very best of Selfridges and a range of exclusive perks via their ‘Selfridges Key’. The Key is inspired by founder Harry Gordon Selfridge, who handed out keys to the store’s very first customers in 1909, ensuring ‘everyone is welcome’.
August 2022
SELFRIDGES GROUP ACQUISITION
Central Group acquire Selfridges Group, with the Public Investment Fund (PIF) of Saudi Arabia becoming a minority shareholder in 2024.
March 2022
INTO THE METAVERSE
Selfridges opens a department store in the virtual world of Decentraland, as part of Metaverse Fashion Week.
September 2021
SELFRIDGES SIGNS THE CLIMATE PLEDGE
Selfridges accelerates the net zero goal, bringing the deadline forward by 10 years to 2040 as a promise to the Climate Pledge.
July 2021
SELFRIDGES BIRMINGHAM GETS A MAKEOVER
Artist Osman Yousefzada wraps Selfridges Birmingham in a giant black-and-pink canvas, creating a monumental public art commission for the city.
August 2020
PROJECT EARTH & RESELFRIDGES
Selfridges introduced ambitious sustainability targets to change the way we shop through Project Earth in 2020. This later evolved into RESELFRIDGES, our ecosystem of products, services, and activities that are helping us to build a more sustainable future and drive reinvention for our business.
2010s
November 2019
THE BIG YELLOW SCREEN
Selfridges London opens the world’s first permanent cinema in a department store: The Cinema at Selfridges.
November 2016
THE NEW ACCESSORIES HALL
Selfridges opens the £300 million Accessories Hall at Selfridges London, designed by architect David Chipperfield.
April 2016
EVERYBODY IS REPRESENTED
Selfridges launches the everyBODY campaign and opens The Body Studio at Selfridges London. Working with renowned choreographer Wayne McGregor to capture collective bodies in motion, the campaign celebrated every woman, calling for more inclusivity and better representation for women’s bodies.
January 2013
SELFRIDGES MAKES NO NOISE
Selfridges launches the No Noise campaign, celebrating the power of quiet in a highly stimulating world. During the campaign, Selfridges also launched the de-branded yellow bag and the Silence Room installation to promote peace and mindfulness.
May 2011
PROJECT OCEAN
Selfridges launches the Project Ocean initiative with The Zoological Society of London to take ocean conservation issues to new audiences, and help to protect and restore the ocean.
March 2010
SELFRIDGES IS ONLINE
The Selfridges experience is brought to customers’ homes and mobile devices as selfridges.com launches.
2000s
March 2009
100 YEARS OF REVOLUTIONISING RETAIL
Selfridges marks a century in business with a store-wide celebration. Customers enjoyed cabaret on the escalators, fashion shows, an interactive exhibition and live music performances in the Atrium.
November 2007
A WORLD OF WONDER
Stevie Wonder performs at the opening of Selfridges’ new jewellery destination: the Wonder Room.
September 2003
SELFRIDGES COMES TO THE BULLRING
Selfridges Birmingham opens its doors in the otherworldly Bullring building.
July 2003
THE WESTON FAMILY
Selfridges is acquired by the Weston family.
September 2002
SELFRIDGES LANDS IN MANCHESTER EXCHANGE SQUARE
Selfridges Manchester Exchange Square opens its doors.
1900s
September 1998
SELFRIDGES ARRIVES IN MANCHESTER
Selfridges Manchester Trafford opens for business.
1993
THE ICONIC YELLOW BAG
The yellow carrier bag, now a Selfridges icon, makes its debut.
1972
THE SELFRIDGES HOTEL
Selfridges opens a hotel at the back of the flagship store. It’s now known as The Old Selfridges Hotel, providing a dynamic creative space for extraordinary events and experiences.
1930
SELFRIDGES TURNS 21
To celebrate Selfridges’ 21st birthday, the Queen of Time clock was installed above the Oxford Street entrance.
1926
ARCHITECTURAL ACHIEVEMENT
Architectural Design & Construction magazine names Selfridges London the most imperial building in London.
1920
THE LIFT GIRLS
The Lift Girls are introduced, singing out the Selfridges floors in perfect harmony.
March 1910
SELFRIDGES SUPPORTS THE SUFFRAGETTES
Selfridges stands in solidarity with the suffragettes, pledging support to their movement by refusing to press charges following store window breakages on Oxford Street. Selfridges later created in-store restaurants where women could dine unchaperoned.
March 1909
THE BEGINNING
Harry Gordon Selfridge lifts the curtains to reveal Selfridges’ very first windows, signalling the opening of the store. He handed out keys to the very first customers to make them feel at home, famously saying “everyone is welcome” – an ethos we’ve shared ever since.