What is it?
Selfridges is an institution. It came to life at 400 Oxford Street in 1909 from the mind of Harry Gordon Selfridge, and was founded on the basis that shopping could be fun. Selfridge wanted the store to be a social, cultural landmark, not just a shop. Did you know he also happened to be a big supporter of women’s rights? A year after it opened Selfridges pledged its support to the Suffragettes by refusing to press charges following store window breakages and it created in-store restaurants where women could dine unchaperoned (a big deal at the time). More than 125 years later, with its concession boutiques, store-wide themed events and collections from the hottest new brands, Selfridges remains ahead of the game and has been first port-of-call for one-stop shopping in London ever since.
What does it sell?
What doesn’t it sell? Most shoppers make a beeline for Selfridge’s fashion floors. It’s chock-a-block with garbs from classic luxury labels, upcoming designers and small, local independent brands and now even as a ‘Reselfridges’ department that sells pre-loved items and rents them out.
Moving on to the rest of the building – the basement is full of home accessories, stylish kitchen equipment (think Alessi, Le Creuset and Kitchenaid), a wine shop, tech and books and magazines. The ground floor boasts the Wonder Room (around 1,900sq ft of fine jewellery and luxury watches), an accessories hall and a well-stocked beauty hall, complete with its own Nails Inc manicure station. The top floor of Selfridges is reserved for the kids. There you’ll find a toyshop, children’s clothing and a kids concierge.
Opening times
Monday-Friday 10am-10pm; Saturday 10am-9pm; Sunday 11.30am-6pm.
Time Out tip
Head to the first floor to take a watch skaters shredding at the world’s first fully enclosed skate bowl (and maybe give it a go for yourself). The wooden, cocoon like structure was only meant to be temporary when it came to Selfridges in 2018 but it’s now a permanent feature.
Discover great shops in London.