Selfridges is the grand Edwardian department store that anchors the western end of Oxford Street, one of London's most famous retail destinations. Founded in 1909 by the American retailer Harry Gordon Selfridge, it pioneered the idea that shopping should be a spectacle as much as a transaction. For the visitor, Selfridges is more than a place to buy: it is a piece of London theatre, with its monumental facade, its celebrated window displays and its sprawling fashion floors drawing curious browsers and serious shoppers in equal measure.
Why visit Selfridges
Selfridges is worth visiting because it is a landmark in its own right, a free-to-enter store whose architecture, window displays and concentration of fashion, beauty and design make it a sightseeing destination as much as a shopping one. Even visitors with no intention of buying come simply to see the building, browse the halls and absorb the sheer scale of the place.
The store occupies an entire block and its Portland stone frontage, crowned by the figure known as the Queen of Time above the main entrance, is among the most recognisable on Oxford Street. Inside, the experience runs from the buzzing beauty hall on the ground floor to designer concessions, menswear, accessories and a generous food hall. Selfridges has long understood that retail can be a form of entertainment, and it remains one of the most confident expressions of that idea anywhere in the capital.
What to see at Selfridges
Selfridges rewards exploration. Beyond the headline fashion floors there are corners and features that even regular London shoppers overlook. The following are among the things most worth seeking out.
- The Oxford Street window displays, which change through the year and are designed as free public spectacle, particularly at Christmas.
- The Portland stone facade and main entrance, topped by the Queen of Time sculpture and the distinctive clock.
- The vast ground floor beauty hall, one of the largest of its kind in Europe.
- The designer and contemporary fashion floors, gathering many leading labels under one roof.
- The Selfridges Food Hall, with its delicatessen counters, confectionery and specialist produce.
- The accessories, footwear and menswear departments, along with rotating concept spaces and pop-up installations.
How to visit
Selfridges stands on Oxford Street in the West End, towards its Marble Arch end. Entry to the store is free. The nearest Underground station is Bond Street, served by the Central, Jubilee and Elizabeth lines, which sits almost directly opposite. Marble Arch on the Central line is a short walk to the west, and Oxford Circus, on the Central, Victoria and Bakerloo lines, lies a few minutes to the east.
Oxford Street is busy throughout the day and especially so at weekends and during the festive season, so visitors who prefer a calmer experience may wish to arrive earlier in the day. Opening hours vary across the week and around holidays, and the store regularly hosts events, restaurants and services that change over time, so check the official Selfridges website for current opening times and any details before you travel.
What's nearby
Selfridges sits at the heart of the West End, within easy reach of some of London's best browsing. Continue east along Oxford Street for the main run of high street stores, or turn south into the boutiques and galleries of Mayfair. Bond Street, with its luxury houses and jewellers, is moments away, while Marylebone to the north offers a quieter, village-like character. For green space, Hyde Park and Marble Arch lie at the western end of Oxford Street, an easy stroll from the store.
For more ideas across the area, our guide to shopping in London sets Selfridges in the wider context of the city's stores and districts, and our London neighbourhoods guide helps you plan a wander beyond Oxford Street itself.
Selfridges FAQ
Is Selfridges free to enter?
Yes. Selfridges is a department store, so there is no admission charge to walk in and browse. You can explore the halls, view the window displays and look around the departments without buying anything. Only purchases cost money, which makes the store a worthwhile free stop on any Oxford Street visit.
Where exactly is Selfridges?
Selfridges occupies a full block on Oxford Street in London's West End, towards the Marble Arch end. The nearest Underground station is Bond Street, almost directly opposite, with Marble Arch and Oxford Circus also within walking distance. Its grand Portland stone facade makes the store easy to spot from the street.
What is Selfridges famous for?
Selfridges is famous for its theatrical window displays, its landmark Edwardian building and its expansive fashion and beauty floors. Founded in 1909 by Harry Gordon Selfridge, it helped turn shopping into a form of entertainment. Today it remains one of London's defining department stores and a sightseeing draw in its own right.
How much time should I allow?
An hour is enough for a brisk look at the windows, the ground floor and a couple of departments. Allow two or three hours if you want to explore the fashion floors, the food hall and any current installations at a relaxed pace. Browsing without buying is entirely welcome, so visit times are flexible.
Plan your visit
Make Selfridges part of a wider day in the West End. Browse our London shopping guide for more stores and districts, explore things to do in London to round out your itinerary, and see our guide to London neighbourhoods to plan where to wander once you step back outside.
