Coordinates: 51°30′52.6″N 0°11′18.4″W / 51.514611°N 0.188444°W Whiteleys is a shopping centre in London, England. It was London's first department store, located in the Bayswater area. The store's main entrance was located on Queensway.
The original Whiteleys department store was created by William Whiteley, who started a drapery shop at 31 Westbourne Grove in 1863. By 1867 it had expanded to a row of shops containing 17 separate departments. By 1890 over 6,000 staff were employed in the business, most of them living in company-owned male and female dormitories, having to obey 176 rules and working 7am to 11pm, six days a week. Whiteley also bought massive farmlands and erected food-processing factories to provide produce for the store and for staff catering.
The first store – described as "an immense symposium of the arts and industries of the nation and of the world" – was devastated in an enormous fire in 1887, one of the largest fires in London's history. This was the last of four fires that had devastated the business from 1882.
In 1907, William Whiteley was murdered by Horace George Rayner, who claimed to be his illegitimate son, "Cecil Whiteley". After his death, the board including two of Whiteley's sons allowed the leases on the various Westbourne Grove properties to lapse and moved into a new purpose built store on Queens Road (now called Queensway).
The building was designed by John Belcher and John James Joass, and was opened by the Lord Mayor of London in 1911. It was the height of luxury at the time, including both a theatre and a golf-course on the roof. It appears in a number of early 20th-century novels, and in Shaw's 1913 play Pygmalion, where Eliza Doolittle is sent "to Whiteleys to be attired." In the late 1920s, Dr. A. J. Cronin, the novelist, was appointed the medical officer of Whiteleys, and in 1927 rival store Selfridges purchased the business.