John Lewis has announced a significant £800m investment to enhance customer experiences in its stores.
- A key component of this plan includes the renovation of the Oxford Street flagship store and others in High Wycombe and Cheadle.
- The investment aims to modernise beauty halls, introduce new brands and collaborations, and expand service offerings.
- Technological advancements, such as mobile payment and ship-from-store options, are also part of the revamp.
- The Oxford Street store is positioned as a testing ground for these innovations, with further rollouts planned.
John Lewis has committed to a substantial £800m investment over the next four years aimed at revitalising its retail spaces and enhancing customer engagement. The transformation begins with the refurbishment of the iconic Oxford Street flagship store, which now boasts larger and renovated beauty halls similar to those in High Wycombe and Cheadle.
Executive director Peter Ruis has stressed the importance of investing in physical stores, affirming that they remain a vital part of the ‘bricks and clicks’ model. He revealed that approximately half of the investment would be directed towards stores, with £126m allocated this year and £136m next year for store transformations.
A significant portion of the renovation includes technological enhancements like mobile payment systems and ship-from-store capabilities. The Oxford Street store’s ground floor offers a diverse range of beauty products, featuring both established brands like MAC and emerging names like Sol de Janeiro. This dynamic mix is set for review every six months to keep offerings fresh and exciting.
Helen Spencer, head of beauty at John Lewis, highlighted the modernisation of the beauty hall, which now includes 41 counters, increasing brand representation by 15% to a total of 175. The space offers services such as facial appointments and haircare treatments, aiming to attract customers with the latest and most popular beauty products.
The refurbishment extends to a new partnership with Jamie Oliver, bringing his Cookery School and Cafe to the Oxford Street location by spring 2025. Additionally, the store has recently opened a Waterstones bookshop and a rooftop restaurant, further enhancing its appeal. These facilities make the store a pilot site for future transformations before wider implementation.
Customers can explore an expanded home section featuring new brands like Made.com, marking its first physical presence in London. The store includes pre-loved designer items from luxury reseller Sign of the Times, offering Chanel, Gucci, and Loewe accessories.
Peter Ruis concluded that these investments are designed to bring back ‘the buzz’ to John Lewis stores, ensuring the offering of exceptional quality, outstanding service, and competitive prices that customers associate with the brand.
John Lewis is making bold strides to innovate its retail experience, ensuring its stores remain relevant and enticing to customers.
