400 Oxford Street
London W1A 1AB
In 1909, an American from Chicago named Harry Gordon Selfridge opened Selfridges on Oxford Street, London. The flagship Oxford Street store is the second largest shop in the UK, second to Harrods. Mr. Selfridge pioneered marketing techniques were innovative at the time such as displaying merchandise so customers could examine it, placing the highly profitable perfume section on the ground floor, and establishing customer-friendly store policies.
Known if its architural excellence and masterful decorations, Selfridgest is popular among US visitors and lauded for its food hall, which includes a section with popular American food products rarely found in London.
Orchard St. & Oxford St.
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