H. Samuel is a mass-market jewellery chain, operating in the United Kingdom and the Republic of Ireland. It is the number one middle mass-market jewellery store in the United Kingdom. There are 375 stores as at 23rd Feb 2008. An increasing number of the chain’s stores trade in a new format known internally as ‘Millennium format’ stores. These are typified by removing the arcade-style window displays and having low-level display cases up to the lease line in mall stores and having large ceiling to floor windows in High Street stores. This means the customer can not window shop and must enter the store to see what is on sale.