In the preeminent of England's five great Edwardian industrial towns, ambitious washerwoman's son Denry Machin feels in no way constrained by the normal societal limitations and expectations of the age. Lowly educated but with a sharp wit, natural intelligence and understanding of the world and his fellow man, he takes every opportunity that comes his way with gusto, and has soon gone from lowly solicitor's clerk to widely respected rent collector.

The course of his work sees the entrepreneurial young man befriend local landowner, the young Countess of Chell, rub up against pompous councillors, and meet the beautiful dancing tutor Ruth Earp, with whom he gradually embarks upon a relationship.

Rarely short of craft - and a bit of luck - he even manages to turn a seaside holiday with Ruth into a business opportunity, and is soon one of the richest businessmen in the area, eventually securing his own seat on the council. However, not all is rosy as it becomes clear that his betrothed is somewhat of a money-grabber and has not insignificant debts of her own.

Denry's wealth is solidified when he secures the Countess's patronage for a community scheme to help shops across the region lock-in trade, fellow locals from similarly impoverished backgrounds to his own save and spend their wages wisely, and line his own pockets for future endeavours at the same time.

Such possibilities soon rear their head in the form of the local football club: the council has poured money into supporting it for years, but the dreadful team endure constant losses and their fanbase has shrunk to near-on nil. One of the nation's biggest stars, however, is a local boy, and when Denry puts up the money to tempt him back home things change quite drastically - not least for our hero, who is swiftly elected the town's youngest ever mayor!