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Since I did a retrospective on “‘Allo ‘Allo!“, I felt it only made sense to turn my attention to its spiritual predecessor, “Are You Being Served?”. While the two shows are quite different in tone and setting, they share the same creative team and a similar legacy of near-constant reruns long after their finales. Like many 1970s British comedies, “Are You Being Served?” part of my upbringing—not through first-run episodes, but through those endlessly recycled broadcasts. Interestingly, despite running for ten seasons, the show only produced 69 episodes, which is a far cry from something like “Friends“, another ten-season show, but with a staggering 236 episodes. This shorter format is pretty typical of British sitcoms, and it’s part of what gives them their distinctive charm and pacing.
“Are You Being Served?” is a classic British sitcom set in the fictional Grace Brothers department store, where a motley crew of eccentric sales staff navigate the absurdities of retail life. The show revolves around the antics of the men’s and women’s clothing departments, led by the pompous Captain Peacock, the flirtatious Miss Brahms, the cheeky Mr. Humphries, and the cantankerous Mrs. Slocombe, whose ever-changing hair colors and double entendres are a staple of the series. With its sharp wit, physical comedy, and innuendo-laden dialogue, the show humorously explores workplace dynamics and British class distinctions during the 1970s and early ’80s.
A time capsule
At over 50 years old, “Are You Being Served?” really transports you to a completely different era. In today’s world of online shopping and vanishing high streets, the idea of a bustling department store as the central setting for a sitcom feels almost like a time capsule. Watching it now, I even had to look up what exactly Captain Peacock’s job was—since he mostly seems to scold late employees and point customers in the right direction. It turns out he was a “floorwalker,” a real position at the time, now all but extinct.
What also stands out is just how bleak the working conditions seem; Grace Brothers hardly comes across as a desirable workplace. Everyone is addressed strictly by title and surname, even among close colleagues, which creates a stiff, almost absurd dynamic that’s hard to imagine functioning in a modern setting. Personel is constantly complaining about their wages and they are often competing with each other since they work on commission.
Given that “Are You Being Served?” is now over 50 years old, it’s no surprise that much of its humor and staff interactions feel dated—sometimes even inappropriate by today’s standards. The show frequently relies on innuendo and gender stereotypes, with female staff often belittled or subjected to verbal harassment, usually of a sexual nature. One recurring trope is the depiction of attractive women as little more than objects of lust: all the secretaries are young, conventionally attractive, and often dressed in revealing clothing, frequently becoming the targets of leering remarks from the older male staff—Mr. Grace included. A running gag even has his heart rate dangerously spiking whenever a scantily clad nurse or secretary enters the room.
In the final two seasons, the show introduces Miss Belfridge, Rumbold’s new secretary, played by Candy Davis—a glamour model, former Page Three girl, and winner of Miss Nude 1982, who later reinvented herself as a successful author. The show wastes no opportunity to highlight her physical attributes, with frequent low-cut tops and even a bikini appearance. While I didn’t remember her clearly from my childhood viewings, I’m fairly certain teenage me didn’t mind her addition to the cast one bit.
These dated elements give the show a certain nostalgic charm. Half the antics on the sales floor would be HR nightmares today—and that’s exactly what makes the series a bit of a guilty pleasure. It’s packed with constant sexist remarks, coworkers hurling insults, and even one jaw-dropping scene where nearly the entire cast appears in blackface for a minstrel show. Oh, how times have changed.
The cast
While “Are You Being Served?” is very much an ensemble piece, with much of the comedy stemming from the cast playing off each other, two characters undeniably stand out: Head of Ladies’ Fashion, Mrs. Slocombe (played by Mollie Sugden), and senior assistant in the Menswear department, Mr. Humphries (played by John Inman).
Mrs. Slocombe was instantly recognizable by her ever-changing hair color, which seemed to shift in every episode. She frequently referred to her cat as her “pussy”, a running joke packed with innuendo. Later in the series, she adopted a catchphrase, often ending her opinions with the emphatic, “…and I am unanimous in that.”
But the true scene-stealer is Mr. Humphries. A flamboyant parody of an effeminate gay man—though never explicitly labeled as such—his character began relatively restrained. By the third series, however, Inman had introduced the show’s most iconic line: a high-pitched “I’m free!” delivered with a theatrical walk toward whoever required his assistance. In later seasons, he would regularly appear in flamboyant or outrageous costumes, always explained within the episode’s context, adding to the increasingly cheeky subtext of the character.
Because of its ten-season run over thirteen years, “Are You Being Served?” underwent several cast changes. In my opinion, the definitive lineup appears in Seasons 4 and 5. From Season 4 onward, stock and maintenance man Mr. Mash was replaced by Mr. Harman—a more engaging and likeable character—which made this era feel like the “classic” cast, with Larry Martin’s absence as Mr. Mash being the only exception.
Starting with Season 6, the show began to experience more significant shifts in its ensemble. Arthur Brough, who played Mr. Grainger, retired from acting and passed away shortly after the release of the feature film, which came out between Seasons 5 and 6. The show attempted to fill his role with new senior salesmen, but none of the replacements managed to fully capture the audience’s affection. Each of the following three seasons featured a different character in the senior position: James Hayter as Mr. Tebbs in Season 6, Alfie Bass as Mr. Goldberg in Season 7, and Season 8 saw two short-lived additions—Benny Lee as Mr. Klein and Milo Sperber as Mr. Grossman—each appearing in only four episodes, leaving barely any impact.
By Seasons 9 and 10, the show wisely promoted Mr. Humphries to the senior role. It was a natural progression—he had long since been stealing the spotlight from the revolving door of replacements anyway.
Another major change was the position of junior sales assistant. For the first seven seasons, this role was filled by Trevor Bannister as Mr. Lucas—a young, penniless, womanizing salesman in the gents’ department, known for his cheeky attitude and frequent mocking of the female staff in the ladies’ department. His quick wit and working-class charm made him a standout among the ensemble.
After Bannister left the show, his character was replaced by a near carbon copy: Mr. Spooner, played by Mike Berry. While Spooner filled the same narrative role, Berry’s performance was notably more laid-back and lacked the spark that made Mr. Lucas so engaging. The result felt more like a diluted imitation than a fresh take—essentially a cheaper knockoff of a much sharper original.
The only other notable character who underwent some changes was that of “Young” Mr. Grace—the elderly owner of Grace Bros. He was often seen surrounded by attractive young women and treated with great reverence by the staff, despite being clearly too old and out of touch for his position. Already advanced in age when cast in 1972, his frailty became more apparent in his later appearances, especially by 1981, when he filmed his final episodes. By that point, the fragility he displayed on screen seemed less like acting and more a reflection of his real health. He passed away shortly afterward, making him the second cast member to die during the show’s run.
By now, the entire central cast of “Are You Being Served?” has passed away, which only deepens the sense of it being a relic from a bygone era. The show already felt like a snapshot of a different time, but knowing that all the familiar faces are now gone adds a layer of poignancy to the rewatch. Earlier this year, the last surviving main cast member from the final three seasons, Mike Berry—who played the earnest Mr. Spooner—also passed away, marking the true end of an era. It’s a sobering reminder of just how much time has passed since the days of Grace Brothers, and how the world the show depicted has vanished along with its cast.
‘Allo ‘Allo!
Fans of “‘Allo ‘Allo!” will spot some familiar faces in guest roles. Gorden Kaye appears in three separate episodes as three different characters across different seasons, and Jack Haig—famous for his catchphrase “It is I, LeClerc!”—makes two appearances as well, as does Vicky Michelle.
Cameos are always a fun surprise in long-running shows, but strangely enough, “Are You Being Served?” doesn’t feature a large lineup of recognizable guest stars over its 13-year run. One notable exception, however, is Joanna Lumley—best known for her iconic role in Absolutely Fabulous—who had a brief but memorable appearance.
Conclusion
If you grew up with “Are You Being Served?”, like I did, much of the humour still holds up, even if it occasionally veers into territory that would raise eyebrows today. In that respect, its spiritual successor “‘Allo ‘Allo!” fares a bit better, largely because it leans more into farce and slapstick rather than double entendres and outdated stereotypes. Still, “Are You Being Served?” remains a classic sitcom, with memorable characters and enough timeless laughs to make it worth revisiting.
