Selfridges is a London department-store destination where shopping can sit alongside dining and other experiences. Opened on Oxford Street in March 1909, the store can anchor a focused browse or a wider West End day. This guide explores its history, departments, dining, experiences and practical ways to plan a visit, while noting which details should be checked directly before travelling.
Selfridges’ London store is on Oxford Street and opened in March 1909.
It combines department-store shopping with restaurants, bars and other visitor experiences highlighted by the retailer.
The London store opened
March 1909
London store location
Oxford Street
Described by VisitLondon as housing luxury brands, beauty and homeware
Six floors
How Selfridges presents its London store
Shopping, socialising and exploring
Setting the scene
Selfridges on Oxford Street
The store’s location shapes the experience: Selfridges is both a destination in its own right and one stop within a larger West End day.
Selfridges as a London destination
Selfridges is more than a place to tick off a shopping list. On Oxford Street, its London store brings together the familiar department-store functions of browsing, comparing and buying with food, drink and other experiences. That combination makes a visit appealing both to people looking for a particular item and to visitors who want to spend time in one of London’s best-known retail settings.
The store’s story begins in March 1909, when the London location opened. More than a century later, Selfridges describes the store as a place to shop, socialise and explore. That framing helps explain why a useful visit plan is not simply a route from entrance to checkout. It can be an occasion shaped around a few chosen departments, a meal or a cinema experience, with time left to see what catches your attention.
For a first-time visitor, the scale and variety can be part of the appeal, but also a reason to make a loose plan. Decide whether the main purpose is fashion, beauty, homeware, dining or the atmosphere of the store itself. A clear priority gives the day some structure without turning a leisurely visit into a checklist. It also makes it easier to decide whether to stay within Selfridges or extend the outing into the surrounding West End.
Selfridges and the West End
Selfridges’ position on Oxford Street places it within a busy and varied part of the West End. The store is a substantial destination in its own right, while nearby streets offer a change of pace and a wider context for the day. VisitLondon’s West End shopping itinerary connects Selfridges with Oxford Street and Bond Street shopping, and suggests lunch at St Christopher’s Place. That gives visitors a practical way to build a broader outing without treating the area as a string of unrelated stops.
A useful approach is to think in stages. Begin with the reason you came to Selfridges, such as a particular department or a browse through fashion and beauty. Then decide whether to take a break in the store or walk elsewhere for food. St Christopher’s Place is one nearby option noted in the visitor itinerary. Bond Street can form another shopping leg, while the wider neighbourhoods around Oxford Street offer further possibilities for those with more time.
The point is not to cover as much ground as possible. A West End day can become tiring if every stop is treated as essential. Choose one or two nearby additions that fit your interests, and allow for time between them. If the priority is a relaxed visit to Selfridges, keep the surrounding itinerary flexible rather than committing to a tightly packed schedule.
A considered browse
How to approach shopping at Selfridges
A clear purpose makes a large store easier to enjoy. Selfridges’ mix of departments supports both focused shopping and unhurried discovery.
Shopping across departments
A department store can make several kinds of shopping possible in one visit. Selfridges is described by VisitLondon as offering six floors of luxury brands, beauty and homeware. That broad mix invites comparison across departments: a visitor might arrive for clothing, explore beauty while there, and finish by looking at objects for the home. The value lies partly in bringing those different interests under one roof, rather than requiring a separate journey for every category.
For a more focused visit, identify the department that matters most before setting out. If you are looking for a considered purchase, make time to compare options rather than trying to see every floor. If you are browsing, choose a loose theme, such as personal style or interiors, to give the experience a thread. A companion with different interests can make the visit more varied, but it helps to agree on a meeting point and a rough time to regroup in a large store.
The atmosphere of a department store is also part of the experience. Displays, product arrangements and changing seasonal presentations invite visitors to look beyond the item they initially had in mind. Browsing can therefore be worthwhile even without a fixed purchase. It is sensible, though, to separate inspiration from a buying decision: pause, compare, and check product details or availability directly with the store when those details matter.
Rather than measuring a visit by how many departments you manage to cover, consider whether you found the products, ideas or atmosphere you wanted. A selective route often leaves more room to notice details and enjoy the setting.
Choose one priority department before arriving.
Allow time to browse beyond the original shopping list.
Check current product availability and store details with Selfridges.
Fashion, beauty and homeware
Fashion, beauty and homeware are useful starting points for understanding the range of a large department store, but the most rewarding visit depends on what you want from it. A fashion-focused shopper may prefer to concentrate on a few labels or categories. Someone interested in beauty may value the opportunity to explore a dedicated selection in the same outing. Homeware offers a different rhythm, inviting attention to materials, colour and objects intended for everyday use.
For visitors who are not shopping for a specific item, the store can function as a source of ideas. Looking at how products are presented can prompt questions about personal style, interiors or gifting. Keeping a short note on items to revisit can be more useful than making an immediate decision, particularly when comparing several options. If you are shopping with another person, a shared list of priorities can prevent the visit from becoming a series of competing errands.
Practical expectations matter. Department ranges and individual products can change, so a general article cannot confirm what is currently in stock. If you are travelling for a particular item, check directly with Selfridges before making it the sole purpose of your visit. That small step helps distinguish a planned purchase from a more open-ended browse, and it can save time if the product or service you have in mind is not available on the day.
Taking a pause
Dining and experiences at Selfridges
Restaurants, bars and other experiences give visitors more than one reason to spend time at the store. Confirm current details before building a day around a specific offering.
Dining at Selfridges
Food and drink can turn a shopping trip into a more complete outing, as well as providing a natural pause between departments. Selfridges’ official London information highlights restaurants and bars, and its dining pages list options including Alto by San Carlo and Brasserie of Light. These are named examples, not a guarantee that a particular venue, menu or service will remain unchanged. Consult the store’s current information when choosing where to eat.
The practical question is whether you want dining to be the main event or a convenient break. If a restaurant is central to the plan, check its current details and any reservation information directly with Selfridges. If you are deciding on the day, keep an open mind about the range of options and allow time to find out what is available. The store’s Experience Concierge is described by Selfridges as able to help with in-store dining and cinema experiences, which may be useful for visitors wanting guidance about those experiences.
Dining also offers a way to reset the pace. A short pause can make it easier to return to browsing with fresh attention, while a meal can give the visit a clear beginning or end. It is often more comfortable to build a modest number of shopping priorities around a meal than to attempt a full day of continuous browsing. Consider the interests and energy of everyone in your party, particularly if you are visiting with children or combining the store with other West End stops.
Because restaurant names, availability and arrangements are changeable, treat examples in an editorial guide as starting points rather than definitive current listings. The official Selfridges dining page is the appropriate source for checking what is available when you plan to visit.
Experiences beyond shopping
A visit need not be centred only on buying things. Selfridges highlights personal shopping, events and The Cinema at Selfridges among its London experiences. This gives the store a broader role as a place to spend time, meet someone or add a cultural activity to a shopping day. The details of individual events and experiences can vary, so check the official store pages for current information rather than assuming that a particular programme or screening is taking place.
Personal shopping can be relevant for visitors who want help navigating choices or shaping a more focused retail visit. The official store information identifies it as one of the available experiences, but this guide does not assume that a particular appointment format, price or availability applies. Check the current terms with Selfridges if you are considering it. Similarly, the cinema may appeal to visitors who want to make the store the centre of an evening or a longer visit; verify its current programme and arrangements directly.
Events can add a sense of occasion, but they should be planned around confirmed information. Before travelling specifically for an event, verify its date, admission details and any requirements on the official site. For a more spontaneous visit, treat events as a possible extra rather than a promise. This distinction is useful for any large retail destination: the general character of a place may be stable, while particular offerings change.
The best choice depends on the kind of day you want. A shopper with a defined purchase in mind may prefer to keep the visit simple. A visitor seeking a broader experience might combine browsing with dining or a confirmed cinema or event plan. Both approaches are valid; the useful decision is to set expectations around what is actually available.
Before you go
Planning a visit to Selfridges
A good plan is useful without being rigid. Confirm changeable details, set a priority and leave time to enjoy the store rather than rushing through it.
Planning a first visit
A first visit is easier when the plan has just enough structure. Start by choosing a principal purpose: focused shopping, a general browse, dining, or a mix of these. Then decide how much of the day you want to spend at Selfridges and whether you would like to add a nearby West End stop. This simple framework prevents the day from becoming either over-scheduled or directionless.
For a shopping-led visit, begin with your highest-priority department while you have the most energy. Leave secondary browsing for later. If dining is part of the plan, check current options and arrangements before travelling. If you are combining Selfridges with Bond Street or St Christopher’s Place, allow time to move between stops and take a break. The VisitLondon West End itinerary provides a useful reference for seeing Selfridges within a broader shopping day, but it should be adapted to your interests rather than followed as a fixed route.
Visitors coming with friends or family may have different aims. Agreeing on one or two shared priorities makes the day more enjoyable, while allowing some individual browsing can accommodate different tastes. Choose a clear point to meet again and keep communication simple. For a group with varied ages or energy levels, plan a pause rather than assuming everyone will want to browse continuously.
Before setting out, check official store information for current opening details, services and any experience you intend to visit. This guide avoids giving hours or admission information because those details can change and are not established here. Confirming them directly is more dependable than relying on a general article.
Choose a main reason for visiting.
Check current store, dining or experience information before travelling.
Add only a small number of nearby West End stops.
Build in a break and keep some time unplanned.
Making the visit practical
Getting around the West End can be part of the day’s logistics. Selfridges is on Oxford Street, and a visit may be combined with shopping elsewhere in the area. Think about where your day begins and ends, how much you plan to carry, and whether you need to return to a hotel or another destination after shopping. Those practical details affect how long it is comfortable to browse and how much to add to the itinerary.
For visitors arriving from elsewhere in London or beyond, transport choices depend on the starting point, timing and personal needs. This article does not make claims about specific routes or current travel conditions. Check official transport information for up-to-date journey planning, and use the store’s official location information to confirm its address and visitor details. If you are carrying purchases, consider how they will fit into the rest of your day before adding distant stops.
A low-pressure itinerary is usually the most adaptable. Selfridges can be the main destination, with a meal or nearby walk as an optional extension. Alternatively, it can form one part of a wider West End shopping day, alongside Bond Street or St Christopher’s Place. In either case, leave room to respond to the day as it unfolds rather than treating every planned stop as compulsory.
Beyond the store
Selfridges and a wider London day
Selfridges can anchor a wider West End outing, but a thoughtful itinerary is selective: one or two additions are often enough.
A simple West End itinerary
Selfridges works especially well as part of an Oxford Street and West End day because the store itself offers enough variety to hold attention, while nearby areas create natural options for a change of scene. VisitLondon’s West End shopping itinerary connects the store with Bond Street and St Christopher’s Place, making it a sensible reference for visitors who want to combine department-store shopping with other nearby stops.
A compact itinerary might begin with a focused visit to Selfridges, followed by lunch or a break nearby. If you still have energy, continue towards Bond Street for more shopping, or spend time around St Christopher’s Place. The order should reflect what matters most to you: starting at Selfridges gives the store priority, while placing it later may suit a day that begins elsewhere. There is no need to cover every suggested area to make the outing worthwhile.
The surrounding West End includes other neighbourhoods and activities, but a wider itinerary should be chosen with care. Oxford Street, Soho, Marylebone and Mayfair each offer different possibilities, as noted in VisitLondon’s Oxford Street guide. Selecting one area that complements your interests is generally more rewarding than trying to visit all of them in a single day. A shopping-focused outing might naturally lean towards Bond Street; someone seeking a broader London day may prefer to add a meal or a walk.
A restrained itinerary gives you more control over pace and spending. Decide in advance whether the priority is to shop, explore or simply enjoy a day out. Then use nearby places as optional additions, not obligations.
Selfridges’ place in London retail
The character of a department store changes with its displays, products and programme, while its wider role in the city develops over a longer period. Selfridges’ London store has been open since March 1909. That history places the current visit in a continuing story of retail on Oxford Street, without requiring visitors to approach the store as a museum. Its present-day identity, as Selfridges describes it, combines shopping with social and exploratory experiences.
That blend is worth noticing. A traditional department store organises products into departments, but a contemporary visit can also include dining and experiences that make the building a destination beyond the transaction. Selfridges’ own materials point to restaurants and bars, personal shopping, events and cinema. Rather than assuming all these elements will be relevant on every visit, see them as different ways the store can serve different audiences and occasions.
For some, the appeal is practical: the chance to explore several types of product in one place. For others, it is the sense of occasion that comes from browsing a notable London store and pairing it with the surrounding West End. These purposes can overlap. A visitor may arrive for a purchase and discover a place to eat, or come for a day out and leave with a clearer idea of what they want to buy.
The most useful perspective is therefore neither purely commercial nor purely nostalgic. Selfridges is a working retail destination with a long London history and a range of current visitor-facing experiences. A visit becomes more satisfying when it is planned around what is verifiably available now, while leaving space to appreciate the larger setting.
A final note
Making the most of Selfridges
The strongest Selfridges visit balances a clear purpose with enough time to notice what you had not planned to find.
What to check before your visit
Before you go, verify the details that matter to your particular visit. These may include current store information, dining options, cinema listings, events or personal shopping. The official Selfridges London pages are the strongest source for its own services and experiences. If a specific restaurant or activity is the reason for travelling, check that information directly rather than relying on a past listing or a general overview.
Avoid treating a broad description of the store as a guarantee of a specific product, appointment, event or facility. Product ranges and experience details can change. A quick check in advance is especially worthwhile when you have a fixed schedule or are travelling specifically for one offering. It also helps you decide whether to keep the outing flexible or to plan around a confirmed reservation or event, where applicable.
Think about comfort as well as logistics. A large shopping destination can involve a good deal of walking and browsing. Set realistic expectations for how much you want to cover, take a break when useful, and make a plan for any purchases you will carry. If visiting with others, agree how to handle different interests and energy levels. Those modest decisions often have more effect on the day than attempting to map every minute.
Most importantly, let the visit reflect your own reason for being there. Selfridges can be approached as a place for a specific purchase, a broad browse, a meal or an experience. Knowing which of those matters most gives you a practical starting point, while the variety of the store leaves room for the day to develop naturally.
Check current official information for opening and visitor details.
Confirm dining, cinema, event or personal-shopping information directly.
Do not assume a product or experience is available without checking.
Plan a manageable number of stops and allow time for a break.
A considered conclusion
Selfridges rewards different kinds of attention. A purposeful shopper can focus on a department and compare options; a curious visitor can move between shopping, dining and other experiences; someone exploring London can use the store as the centrepiece of a wider West End day. The most useful plan is the one that matches your own priorities, not the one that attempts to include everything.
Its opening in March 1909 is a reminder that Selfridges has been part of London’s retail landscape for generations. Yet a visit is not only about history. The store’s current mix of shopping and visitor experiences gives it a contemporary role, while Oxford Street places it in a lively and connected part of the city. The contrast between those longer histories and immediate choices is part of what makes a visit feel distinctly London.
For a first outing, keep the plan simple: choose a main purpose, check current information and leave time to explore. If you want to extend the day, use nearby West End options selectively. A meal or another confirmed experience can give the visit a satisfying shape without making it feel over-programmed.
In that balance between intention and discovery, Selfridges is at its most compelling as a destination. Arrive with an idea of what you want from the day, then allow the store and its surroundings to offer the rest.
Questions answered
Selfridges London visitor guide FAQs
When did Selfridges’ London store open?
Selfridges’ official London store information says it opened in March 1909.
Where is Selfridges in London?
The London store is on Oxford Street. Check Selfridges’ official store page for current location and visitor details.
What can visitors do at Selfridges besides shop?
Selfridges highlights restaurants and bars, personal shopping, events and The Cinema at Selfridges. Check its official pages for current availability and details.
Can I plan a meal at Selfridges?
Selfridges lists London dining options, including Alto by San Carlo and Brasserie of Light. Restaurant details can change, so confirm current information with Selfridges before visiting.
Can I combine Selfridges with other West End shopping?
Yes. VisitLondon’s West End shopping itinerary places Selfridges alongside Oxford Street and Bond Street shopping and suggests St Christopher’s Place as a lunch stop.
