US actor Jeremy Piven and former Coronation Street actress Katherine Kelly have landed starring roles in the new ITV1 drama Mr Selfridge.
Piven, 46, will play Harry Gordon Selfridge, the flamboyant and visionary US entrepreneur known as the Earl of Oxford Street.
Kelly, 32, who starred as Becky McDonald in the soap until earlier this year, has been cast as the alluring socialite Lady Mae.
Given the working title Mr Selfridge, the 10 hour-long episodes will tell the story of the man "with a mission to make shopping as thrilling as sex".
The drama has been penned by Andrew Davies, the man behind TV adaptations of Bleak House and Pride And Prejudice.
Set in London in 1909, after he opened the doors of his lavish department store, Mr Selfridge is ITV's latest historical drama following Downton Abbey and Titanic.
Known as "Mile a Minute Harry", Mr Selfridge was a gambler and legendary womaniser who retired in 1939 deep in debt having blown his fortune.
Due for broadcast next year, the story is based on the book Shopping, Seduction And Mr Selfridge by Lindy Woodhead and will also include fictional characters.
Frances O'Connor will play Harry's wife Rose, and the cast will also include French actor Gregory Fitoussi, Aisling Loftus, Trystan Gravelle and Zoe Tapper.
Piven is best known as Ari Gold in US TV series Entourage, a role which won him three Emmys and a Golden Globe.
His credits also include Old School, Black Hawk Down, Serendipity, The Family Man and Guy Ritchie's RocknRolla.
ITV's Director of Television Peter Fincham has described the story as "fantastically rich territory".