In London, 1908, Agnes Tower, who works at Gamages department store, finds her life about to change following an encounter with Harry Gordon Selfridge. He is finalising his great plans for the biggest and finest department store the world has ever seen in Oxford Street. His family also show up in London from Chicago. Word about the impending store opening begins to spread around London, and Agnes approaches Harry for a job. He remembers her, and agrees to give her a job. Opening day is a great success, attracting huge crowds but the takings are not brilliant.

The store has now been open for a few months and the displays are still as seductive as on opening day, and the staff are poised for action. The only thing the store is missing though is customers. Harry is confident though on the outside but privately he is worried. He goes to the country with Frank, where they wait in a field and then a flying machine emerges from the clouds and flies overheard. Harry manages to secures it for a grand exhibition in store.

Harry and Ellen are enjoying their new love affair and dance into the night at an apartment that Harry has got Ellen. She ends up talking about her father and reveals that her real name is Joyce. Agnes's nasty drunk father called Reg has been fired from his job and he ends up losing his temper with his daughter, hitting her across the face.

Harry scores something of a coup when prima ballerina Anna Pavlova agrees to pay Selfridges a visit. However, Agnes's job looks to be under threat when a violent Reg reaches breaking point and gatecrashes the event - and things only get worse when Ellen invites herself along. Meanwhile, one of the department store's most loyal employees is caught stealing, a formidable new head of fashion arrives and Rose reveals her true identity to Roddy.

Harry delights in a new car brought in for a window display, but after a confrontation with Rose, who has received a visit from his mistress Ellen Love, he hits rock bottom, drinking and reliving a traumatic childhood memory as he drives the vehicle into the night. Meanwhile, Agnes falls out with Victor when she returns to Selfridges, although Henri is pleased to see her again.

Harry is left unconscious after the car accident and as his family gathers by his bedside, the news arrives that Mrs Grove is dead - something which leaves Miss Mardle confused. Meanwhile, a suffragette demonstration in the area sees all the store's staff pulling together, and as Victor and Lady Mae conduct their secret affair, Agnes and Henri's friendship continues to grow.

Author and spiritualist Arthur Conan Doyle is in Selfridges for a Sherlock Holmes book signing when he persuades Harry to hold a seance in the store - and the results of the gathering force the retail magnate to have a long-overdue heart-to-heart with Lois. Meanwhile, Agnes is transferred to women's fashion, Doris resolves to help an old friend, Miss Mardle is still agonising over Mr Grove, and Kitty has a secret admirer.

Harry and Rose are getting ready to host a dinner in honour of friends Frank and Jennie Woolworth. Frank is a fellow American retail tycoon and founder of the famous High Street chain. A Woolworth’s store is about to open in Brixton, and when Frank thinks of a possible West End branch, Harry’s feathers soon become ruffled. Lady Mae wants to introduce young Rosalie to some eligible young Society men. Kitty and Doris vie for the vacant position of Senior Assistant in Accessories and are interviewed by Mr Grove. Ellen Love makes a surprise visit to the Palm Court, with Tony Travers on her arm. Victor has a proposition for Lady Mae.

Antarctic explorer Ernest Shackleton arrives to give a lecture at the store. On the same day, the underground is shutdown when a body is discovered on the tracks, resulting in the late arrival of several employees. The identity of the body sends a wave a shock throughout the store. Meanwhile, Frank Edwards is disappointed when he needs a favor, and Roddy Temple's presence continues to cause problems.