Harry Gordon Selfridge was one of the most influential figures in retail history. Best known as the founder of Selfridges, he completely transformed the shopping experience in Britain by turning department stores into exciting social destinations rather than simply places to buy necessities.
From pioneering modern advertising techniques to introducing customer-first retail strategies, Selfridge helped shape the future of shopping as we know it today. More than a century later, his influence can still be seen across department stores around the world.
Here are 10 fascinating facts about Harry Gordon Selfridge and the iconic London store that changed retail forever.
1. Harry Gordon Selfridge Was Born in Wisconsin
Harry Gordon Selfridge was born in Ripon, Wisconsin, on 11 January 1864. Although he would eventually become one of London’s most famous businessmen, his journey began in small-town America.
2. He Started His First Business at Just 12 Years Old
Long before founding Selfridges, the young entrepreneur created a boys’ monthly magazine with schoolfriend Peter Loomis. Impressively, the pair generated income through advertising sales, giving Selfridge an early introduction to business and marketing.
3. Selfridge Worked His Way Up From Stock Boy to Business Partner
Selfridge began his retail career as a stock boy at Chicago department store Field, Leiter & Company, which later became Marshall Field & Company.
Over the next 25 years, he steadily climbed through the ranks thanks to his ambition, innovation and understanding of customer behaviour. Eventually, he became a partner in the business.
4. He Helped Popularise the Modern Christmas Shopping Season
Harry Selfridge was among the first retailers to heavily promote Christmas shopping with countdown advertising campaigns.
In particular, he popularised the phrase:
“Only _____ Shopping Days Until Christmas”
The slogan quickly spread across the retail world and remains a major part of holiday marketing today.
5. Selfridge Revolutionised Shopping in London
In 1906, Selfridge visited London with his wife and noticed that British department stores lacked the energy, innovation and customer experience found in American retail.
Consequently, he invested £400,000 into building his own department store on what was then considered the unfashionable western end of Oxford Street.
When Selfridges officially opened on 15 March 1909, it completely changed British retail forever. The store introduced dramatic window displays, in-store restaurants, elegant shopping environments and a focus on customer experience that was revolutionary for its time.
6. He Made Shopping a Form of Entertainment
Before Harry Selfridge, shopping was largely viewed as a practical necessity. However, Selfridge promoted the radical idea that shopping could also be enjoyable, exciting and aspirational.
His store featured exhibitions, demonstrations, restaurants and luxurious interiors designed to encourage visitors to spend time browsing and socialising.
Today, that concept remains central to modern retail experiences worldwide.
7. Selfridges Once Had London’s Simplest Phone Number
In a remarkable marketing move, Selfridge secured the telephone number “1” from the General Post Office.
As a result, customers simply had to dial the number 1 to be connected directly to the Selfridges switchboard operators. At the time, this represented one of the most memorable phone numbers in Britain.
8. Selfridges Changed Ownership Several Times
Harry Selfridge left the company in 1941.
Afterwards, the provincial Selfridges stores were sold to the John Lewis Partnership during the 1940s. Later, in 1951, the Oxford Street flagship store was acquired by Liverpool-based department store chain Lewis’s, which was eventually taken over by the Sears Group in 1965.
Today, Selfridges remains one of the most famous department stores in the world.
9. Selfridge Lost His Fortune Later in Life
In 1890, Harry Selfridge married Rosalie “Rose” Buckingham, a wealthy property developer from a prominent Chicago family.
However, despite his enormous success, Selfridge’s fortune declined dramatically during the Great Depression. Unfortunately, his extravagant lifestyle and heavy spending habits accelerated his financial downfall.
By 1941, he had left Selfridges entirely and was reportedly travelling around London by bus after leaving his lavish home behind.
Harry Gordon Selfridge died in 1947 in Putney, south-west London, and was buried alongside his wife and mother at St Mark’s Churchyard in Highcliffe.
10. He Coined One of Retail’s Most Famous Phrases
Harry Selfridge is widely credited with popularising the legendary retail motto:
“The customer is always right.”
More than a century later, the phrase still influences customer service and retail philosophy around the world.
Why Harry Selfridge Still Matters Today
Harry Gordon Selfridge didn’t just open a department store — he transformed the entire retail industry. Many of the ideas he pioneered, including experiential shopping, customer-focused service, dramatic visual merchandising and retail marketing, are still used by major brands today.
Meanwhile, the Oxford Street flagship continues to attract millions of visitors every year, proving that Selfridge’s vision remains just as relevant in 2026 as it was in 1909.
And Harry would be disgusted as to what Macy’s has done to Marshall Field’s.
It’s debatable whether Marshall Field coined “The customer’s always right.”
I’d add that Harry Selfridge had a portrait of Marshall Field in his office. Also, he started the concept of a bargain basement.