A Brief History of Selfridges: London’s Original Concept Store

Sowvital, now found on the prestigious shelves of Selfridges, Oxford Street.

Introduction

In May 2025, we joined the ranks of pioneering brands stocked at Selfridges. A place where history, innovation, and design collide. But to truly understand why that matters, let’s rewind to 1909...

The Visionary Behind the Name

Harry Gordon Selfridge wasn’t interested in simply selling things. He wanted to create a new kind of experience, one where people could browse, explore, and discover. A former Marshall Field’s executive from Chicago, Selfridge arrived in London with bold ideas: bright interiors, spacious displays, and the radical belief that "the customer is always right."

From Planes to Perfume Counters

In a publicity coup during its first year, Selfridges displayed Louis Blériot’s monoplane just days after he became the first man to fly across the English Channel. It wasn’t just a spectacle, it was a statement that Selfridges was at the heart of modern life. Over 150,000 people visited in a few days.

That same pioneering spirit continued. Selfridges was among the first to put perfume and cosmetics at the front of the store, a move that shocked traditionalists but redefined retail worldwide.

More Than a Store: A Cultural Landmark

Over the decades, Selfridges became more than a department store. It offered reading rooms, a rooftop terrace (complete with mini golf in the 1930s), and themed window displays that made Oxford Street a visual feast. Even during wartime, the store’s windows lifted spirits with messages of unity and hope.

Legacy Meets the Future

Today, Selfridges remains a global benchmark for experiential retail, artful design, and cultural relevance. For our brand, joining Selfridges isn’t just about shelf space, it’s about becoming part of a living legacy.

We’re excited to invite you in. Find us in-store now.