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Gordon Selfridge was the son of a small storekeeper in Wisconsin, USA. He joined what became the firm of Marshall Field and Company in Chicago, where he worked for 25 years, becoming a wealthy junior partner.
In 1906 he went on holiday to England and realised how far behind the United States British retail outlets were and in 1909 he opened his famous store in the unfashionable West End of Oxford Street.
By the use of imaginative advertising and publicity, Selfridges became a household word, and in 1937 its owner became a British citizen. However, after the death of his wealthy wife Rose in 1918, his extravagant personal life gradually affected his business and by 1939 he was forced out of control of his company by the banks. His flagship store, however, went from strength to strength.
Voted the world's best store, Christmas at Selfridge's London Store is a great event for all the family.
Opposite the main store entrance turn left into Balderton Street. Cross over Brown Hart Gardens and take the steps immediately on your left leading up past the ‘Pavilion’ to the deck above.
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