Telling the story of Harry Selfridge who arrived in London from Chicago in 1908 with a grand plan to open the finest department store in the world. The road to the grand opening is not always smooth though as Harry's business partner pulls out.

Selfridges is open but it is missing something - customers. Harry is worried, as he knows he needs to capture the imagination of London to get some much-needed publicity.

Harry continues his affair with Ellen; Rose visits Lady Mae, who tells her of her husband's infidelity; Rose agrees to pose for Roddy.

Mr Grove and Miss Mardle continue their affair; Miss Bunting is fired for stealing; Miss Robillus introduces whose new-fangled ideas.

Harry is delighted with the motor car he has had brought in for a new window display. Roddy surprises Rose at home, where he is spotted by young Beatrice - but will she keep it secret? Harry visits Agnes to persuade her to come back to the store.

Harry is left unconscious after his car accident and suffers more flashbacks to an event from his childhood days. The store is anxiously waiting for news, when word arrives that Mrs Grove has died - which gives Miss Mardle hope for the future.