Two men were seen throwing punches, kicking and wrestling one another in Selfridges as terrified shoppers helplessly looked on.
The warring men repeatedly lashed out at one another and narrowly avoided crashing into a female employee before security guards finally turned up to separate them.
Footage of the incident, which has been shared widely on social media, shows how the argument escalated within seconds from an exchange of words into a full-blown fight.
The disturbance erupted inside The Beauty Hall, located on the ground floor of the high-end department store in Oxford Street, London.
One of the men, wearing sunglasses and dressed in a black beanie hat, with a distinctive pink top and black trousers, can be seen shouting at another customer at the store.
Within moments, he can be seen attempting to punch, shove and kick the other man, who was wearing a dark blue jacket and lighter blue trousers.
The second man then retaliates with punches and kicks, as a security guard stands nearby while calling for assistance.
As the fight continues, shoppers towards the back of the hall can be seen gathering and watching the incident.
Two men were seen thrashing at one another inside The Beauty Hall, located on the ground floor of the high-end London department store
Security guards were seen walking towards the two men who kicked and punched one another
At one point in the footage, the two men almost crash into a beauty counter displaying luxury hair styling products.
Within half a minute, a second security guard arrives at the scene and runs towards the men just as they cause a female employee to step away from the men.
The security guard grabs the man in blue by the shoulders and begins to stride away, with the man in pink then seen giving both of the men a powerful shove.
Towards the end of the footage, which was taken on April 25, two more security guards arrive and pursue the second man.
Met Police and Selfridges confirmed officers attended the scene at the time. One of the men did not want to pursue police action and the other accepted culpability. No arrests were made.
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The flagship department store was previously the scene of a terrifying rival gang fight that left two men suffering stab wounds in May 2021.
Ryheem Lindsay, 20, and Bryan Carvalho, 22, were both stabbed in the leg during the violent brawl.
CCTV played in court at a subsequent trial in March 2023 showed how mayhem broke out at the store with seven men chasing each other around, pushing each other into clothing rails and hurling mannequins.
Carvalho was found not guilty of wounding with intent, but guilty of violent disorder and possessing a knife.
He was spared jail and handed an 18-month community order, ordered to carry out 200 hours of unpaid work and made to complete 25 days of rehabilitation.
Javani Best, 23, and Andre Deer, 20, were convicted of violent disorder by a jury at Southwark Crown Court.
Best and Deer were both given 12-month jail sentences, suspended for two years.
The jury was unable to deliver verdicts for Maliq Knox-Hooke-Campbell, 22, and drill rapper Kemani Duggan, 21, on the violent disorder charge.
The flagship department story was previously the scene of a terrifying rival gang fight that left two men suffering stab wounds in May 2021
Duggan is the son of Mark Duggan, who was shot dead by police officers on August 4, 2011, sparking riots in London and other cities across the country.
Mark’s brother Marlon Duggan, 38, was cleared of violent disorder after he insisted he was acting as peacekeeper.
Lindsay, 20, had been deemed not fit to stand trial but the jury found he committed the acts of violent disorder wounding with intent and possessing a knife.
Robert Brown, prosecuting, described the incident as a ‘completely unnecessary outbreak of violence between two groups’ at Selfridges.
Lindsay, Carvalho, Best, of Haringey, Deer, of Borehamwood, Herts, Knox-Hooke, of Haringey, and the two Duggans, also of Haringey, all denied violent disorder.
Lindsay, of Dalston, east London, Carvalho, of New Southgate, north London, both denied wounding with intent and having a bladed article.
