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    Selfridges, British high-end department store chain, founded 1909 by Harry Gordon Selfridge in London. When founding Selfridges the aim was to provide customers with a more fun and entertaining shopping experience rather than it being an obligation. Selfridges was the first to display merchandise for customers to examine, set up central perfume counters and use the famous principle ‚the customer is always right‘, all methods that have been adapted by the biggest department stores worldwide. The roof terrace with mini golf courses, cafes and gardens provided for the entertainment. After being acquired by the Sears Group, Selfridges expanded with three more stores in the UK, although the original store on London’s Oxford Street remained the flagship store. With over 17 Mio. customers per year, Selfridges is the second largest department store in the UK following Harrods.

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