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The History of Selfridges

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 2010s 2000s 1900s

2020s

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Project Earth

September 2022

Sustainability reporting

Selfridges unveils the first annual Project Earth Report, setting out new targets to reinvent retail and meet our commitment to a net zero future, including an ambition for 45% of all transactions to come from circular products or services by 2030.

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Project Earth

August 2022

Central Group & Signa Holding

Central Group and Signa Holding complete the acquisition of Selfridges Group.

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Project Earth

March 2022

Into the metaverse

Selfridges opens a department store in the virtual world of Decentraland, as part of Metaverse Fashion Week.

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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. 

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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.

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August 2020

Project Earth launches

Selfridges launches its evergreen sustainability strategy Project Earth, announcing ambitious goals to change the way we shop by addressing the materials used in products, exploring new circular retail models and inspiring a shift in mindsets.

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2010s

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November 2019

The big yellow screen

Selfridges London opens the world’s first permanent cinema in a department store: The Cinema at Selfridges.

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November 2016

The new Accessories Hall

Selfridges opens the £300 million Accessories Hall at Selfridges London, designed by architect David Chipperfield.

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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. 

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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.

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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.

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March 2010

Selfridges is online

The Selfridges experience is brought to customers’ homes and mobile devices as selfridges.com launches.

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2000s

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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. 

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November 2007

A world of wonder

Stevie Wonder performs at the opening of Selfridges’ new jewellery destination: the Wonder Room.

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September 2003

Selfridges comes to the Bullring

Selfridges Birmingham opens its doors in the otherworldly Bullring building.

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July 2003

The Weston family

Selfridges is acquired by the Weston family.

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September 2002

Selfridges lands in Manchester Exchange Square

Selfridges Manchester Exchange Square opens its doors.

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1900s

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September 1998

Selfridges arrives in Manchester

Selfridges Manchester Trafford opens for business.

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1993

The iconic yellow bag

The yellow carrier bag, now a Selfridges icon, makes its debut.

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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.

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March 1930

Selfridges turns 21

To celebrate Selfridges’ 21st birthday, the Queen of Time clock was installed above the Oxford Street entrance.

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1926

Architectural achievement

Architectural Design & Construction magazine names Selfridges London the most imperial building in London.

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1920

The Lift Girls

The Lift Girls are introduced, singing out the Selfridges floors in perfect harmony.

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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. 

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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. 

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