The Richmond palladium and sun-telegram. [volume] (Richmond, Ind.) 1907-1939, 1909-04-26
AMERICAN STORE
PLEASES LONDON
Public Promptly Responds to
The Smashing of Old
Traditions.
CAUSES GREATEST ALARM
ENGLISH TRADEsMEN FEAR THE
YANKEE STORE WILL SOON
TAKE AWAY ALL THEIR BEST
CUSTOMERS.

ty years London has received many
remainders that her progress in some
important particulars has been slower
than that of her younger cousins in
America, but probably none more fore
ible than the recent opening Of 4 de-
partment store, in which are contra
vened most Of the traditions OF the
British retail trade. Requiring two,
and half years, under the difficult
preliminary procedure imposed by To-
cal law and custom, for it's erection
and completion. Selfridge's, at Ok
ford, Duke. and Somerset streets, was
opened for business about two weeks
ago, and already more than two mil
lion people have visited it, and the
sales have far surpassed the prior esti.
mates Of the proprietors. The store
is undoubtedly the most striking nov
city in London today.
Crowds Amusing.
It is interesting for an American to
mingle with the crowds which are al
most constantly in front of the huge
show windows Of the store. night and
day, and to listen to some of the COM
ments which fall from the lips of
John Bulls daughters. What in
America is known as window dress
ing has hardly been known in Lon
don. although in several Of the great
cities of the continent it has been de-
veloped almost as much as in Ameri-
ca. This ocular demonstration of
trade opportunities has been one cause
of dismay on the part of those who are
of enough Importance to pretend to RI
valry with the new establishment The
comfort, convenience, and accommoda-
ton which the American emporium
offers also alarm the English trades
men.
Cause Of Alarm.
But the third and greatest cause of
alarm among the old-fashioned shop
keepers is the unqualified welcome
which Selfridge's gives to the public.
This affronts the most deeply grained
habit of the British tradesman. He
usually acts upon the principle that
the general public has no right to come
into his shop unless ready to declare
definitely at once q purpose to pur-
chase some particular thing. In the
great English department stores,
which we're really the forerunners of
those in America, the "shop-walker'
accosts the individual who enters and
asws him what it is he wishes to buy.
One naturally feels embarrassed il
forced to confess that the motive Of
entrance is one of curiosity, even
though such curiosity relates to the
character of the merchants stock and
to his prices. and therefore may sug-
gest future II not present purchases.
HI. Gordon Selfridge, the originator
of the store project, and the head of
the company, expresses qualification
over the manner in which the London
public has grasped his idea. has evinc-
ed its appreciation of this trade hospi-
tality, and has used, without abusing.
the privileges offered it. For months
the enterprise has been advertised in
way and with lavishnss never be-
fore dreamed OF in Britain. Daily
cartoons expressly drawn by some Of
the foremost humorous illustrators
even those connected with Punch
were published. It was q campaign
absolutely necessary to the prepare
ton of the ordinary English mind for
what was to follow. But, even SO, Il
did not prevent the ordinary English
person from gasping with amaxement
when the reality was before him.