Nine years have passed and Harry Selfridge is at the pinnacle of his power and public celebrity having become a retail giant at the heart of the roaring twenties. A man-about-town in London and often gambling glamorously abroad, rumours of Harry’s latest fling is the talk of the social circuit at Victor Colleano’s new nightspot, which is bigger and more decadent than ever. Rosalie now has a daughter called Tatiana who is the apple of Harry’s eye. Harry’s mother Lois is as supportive as ever and Violette now lives in Paris.
Following the accident, a frustrated Harry has no choice but to recuperate under his mother Lois’ caring, but watchful eye. Mae has started work at the store, and is hiring for her new in-store ‘ready to wear’ collection.
Harry is pretending that it’s business as usual and his daughter Violette has returned from life in Paris. Along with Rosaline she implores Harry to stop burying his head in the sand but he feels happy to be distracted, particularly by Rosie Dolly. Jimmy manages to save an ailing theatre from bankruptcy by coming up with an innovative business model.
Following the massive monetary success of The Selfridge Trust, Harry has taken a large group of journalists to Biarritz, France to make an important announcement. He reveals that The Selfridge Group has expanded and that they have purchased a raft of new department stores across London and Great Britain.
The ground floor of the store has been transformed into a backdrop for a new silent film called Double Trouble, starring the Dolly Sisters and Bumby Wallace.
Everybody is shocked about the assault on the store, especially Harry. D’Ancona continues to put on the pressure and Harry needs to pay his debts within days or there could be some even more serious consequences. Harry doesn’t know what to do.
Following a tumultuous period, Harry attempts to get his life and the store back on track. The store has returned to doing what it does best with a summer promotion. Gordon and Harry enjoy working together again and they manage to see off threats from Lord Wynnstay and Mr Keen.
Harry, Gordon and Jimmy are feeling the pressure before the purchase of Whiteley’s is announced. They are full of anticipation as it’s a bold and exciting project that should secure the future of the Selfridge legacy. Grove and Crabb look on and they see a new generation taking over as the new business venture gets underway and they feel a bit left out. Grove decides to retire but he just needs to tell Harry.
Preparations are underway to celebrate the 20th anniversary of the day the doors first opened at the store. Harry is given special permission from the council for a huge public parade along Oxford Street. He also needs to break the suppliers’ embargo on Whiteley’s as he attempts to charm Chairman Hardcastle of the British Wholesalers Association.
Jimmy’s final act sees Harry left reeling and he blames himself for everything that’s happened. Mae’s love life, Harry’s judgement, Selfridge’s and Whiteley’s all end up under the spotlight of a tabloid frenzy. Important questions about Harry’s financial stability are asked.