Selfridges's Slogans & Taglines

Selfridges was founded in 1908 by American-born entrepreneur Harry Gordon Selfridge in London's Oxford Street. Opening its doors in March 1909, the store revolutionised British retail with its theatrical window displays, open-plan layout, and the radical philosophy that shopping should be a pleasure rather than a chore. Selfridge introduced the concept of placing cosmetics on the ground floor—previously relegated to back rooms—and coined the phrase "the customer is always right." The store survived two World Wars, the Great Depression, and changing retail landscapes, expanding to Birmingham in 2003 and Manchester in 2002. In 2022, the Weston family sold Selfridges to a joint venture between Thailand's Central Group and Austria's Signa Holding for approximately £4 billion.

The brand's core products are luxury retail experiences, spanning designer fashion, beauty, accessories, homeware, and food halls. Its portfolio includes curated collections from international luxury brands, exclusive collaborations, and the famous Christmas window displays that have become a London institution.

From its earliest days, Selfridges built its identity around Harry Selfridge's vision of "making shopping thrilling" and the promise that "there are no ugly women, only lazy ones." Today, the brand carries the enduring positioning "Let's Change the Way We Shop" alongside its Project Earth sustainability initiative, reflecting a journey from a revolutionary Edwardian department store to a global icon of conscious luxury retail.