Page 21 - All About History - Issue 33-15

Trade

China department
Selfridges had the British love
of tea to thank for its success.
Funding for the store was
provided by the tea tycoon
John Musker, and with its
boom in popularity came a new
demand for all things tea related,
including teapots, cups, saucers
and sugar bowls.
Book shop

Linen department

A one-stop shop
Other departments included reading and
writing rooms, special reception rooms for
Gentlemen’s outfitting French, German, American and ‘colonial’
customers, and a silence room with soft
lights and deep chairs. The aim was to keep
customers in the store for as long as possible.

Tailoring

Dressed windows
Ladies’ boots Selfridges was one of the
first shops in Britain to use
Blouses its windows as a tool to
entice customers into the
store. Previously, this was the
shopkeeper’s job, who would
stand in the door and encourage
people to come in, but the
beautifully dressed windows were
seen as a less aggressive way of
doing this.

Perfume counter
The highly profitable perfume
counter was located front and
centre on the ground floor, so
that it would be the first port of
call for customers. Merchandise
was placed on display so
that they could be tested and
examined freely.
Jewellery

© Adrian Mann

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