Selfridges is a chain of department stores in the United Kingdom. It was founded by entrepreneur Harry Gordon Selfridge who opened a large store in London's Oxford Street on 15 March 1909. Selfridges is credited with coining the phrase "The customer is always right", by using extensive advertising. Instead of keeping products behind counters, Selfridges decided to place them on displays that were more accessible to customers. Such changes were soon adopted by other retailers. Selfridges was also the first retailer to have the perfume counters at the front of the store on the ground floor, something that all department stores now do.



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