Set in 1909 Edwardian London, visionary American entrepreneur Harry Gordon Selfridge arrives with a radical ambition: to revolutionize British retail by transforming shopping from a tedious chore into an exhilarating leisure experience. Eschewing the stuffy, traditional norms of London department stores, Harry opens Selfridges on Oxford Street with the bold mantra, "The customer is always right." Despite initial skepticism from London’s retail establishment and financial backers, Harry’s charisma, dazzling window displays, and theatrical publicity stunts captivate the public, making the store an immediate sensation.Behind the glittering facade, Harry’s personal life is a turbulent storm. Driven by an insatiable appetite for excitement, approval, and success, Harry neglects his devoted, long-suffering wife, Rose, and their four children. His obsession with the store leads him into a reckless affair with the glamorous Hungarian performer Ellen Love, and later, a deeply destructive addiction to gambling. These vices continually threaten to ruin his reputation, drain his finances, and destroy his family. Rose initially separates from him to protect their children, yet her enduring loyalty and tragic later illness force Harry to confront the devastating human cost of his relentless ambition.Meanwhile, the daily operations of the store serve as a vibrant backdrop for the interwoven lives, romances, and heartbreaks of the diverse staff. Agnes Towler rises from a humble shop girl to a brilliant window dresser, navigating class barriers and a toxic, abusive father. Victor Colleano, a charming waiter, climbs the social ladder while entangled in dangerous underworld debts. Lady Mae Loxley, a wealthy aristocrat and Harry’s confidante, uses her influence to help him break into high society, even as she suffers from an
abusive marriage. Other key figures, like the fiercely loyal head of sales Mr. Grove and the head accountant Mr. Crabb, keep the massive enterprise running amidst shifting loyalties and corporate backstabbing.As the years progress, the series marches inexorably toward the dark shadow of World War I. The conflict shatters the carefree Edwardian era, bringing profound grief, financial strain, and societal upheaval. Employees enlist and face the brutal realities of the trenches, while those left behind must keep the store afloat amidst rationing and Zeppelin raids. Harry channels his immense energy into the war effort, using Selfridges to raise morale and support troops, yet personal tragedies take a heavy toll on his resilient spirit.Ultimately, the empire Harry built begins to crumble under the weight of his mounting debts,
risky business expansions, and fading public relevance in a changing postwar world. Harry is forced out of the very company he founded, stripped of his fortune and status. He exits Oxford Street a humbled, aging man, reflecting on a legacy built on the pursuit of dreams, leaving behind a revolutionized retail landscape that permanently altered British culture.