John Lewis rejuvenates its Oxford Street store, investing £6.5m to enhance customer experience.
- The store serves as a testing ground for new concepts, with further upgrades planned across the UK.
- Key changes include an expanded beauty hall, a new fragrance section, and an innovative cookery school.
- Fashion offerings are diversified through a partnership with A.W.A.K.E. Mode, increasing its premium range.
- The recent refurbishment is part of a wider £800m investment strategy across John Lewis’s estate.
In a bid to reinvigorate its 160-year-old Oxford Street flagship store, John Lewis has made a significant £6.5 million investment, aiming to create a vibrant shopping experience. This store is now a focal point for trialling new concepts, which will eventually be implemented across other locations in the country. Shoppers can expect noticeable changes, including an expansive beauty hall that now spans 20,000 square feet and introduces 41 new counters, alongside new, trendy brands and private consultation rooms.
John Lewis has strategically enhanced the beauty department, introducing major brands such as Clarins and Dior, and placing the new fragrance section in a prime location previously occupied by the accessories department. This initiative aligns with the store’s aim to captivate beauty enthusiasts following the departure of nearby competitors, Debenhams and House of Fraser. Similar rejuvenation efforts are planned for other stores, with Oxford Street acting as a prototype for these transformations.
Further changes include the arrival of a cookery school in collaboration with Jamie Oliver, a Waterstones bookstore, and an enriched electronics section. The fashion department boasts an exciting collaboration with A.W.A.K.E. Mode, introducing riskier styles and pushing for a more premium market position. The revised fashion section features 46 new pieces, doubling expected sales and highlighting the brand’s support for British talent and exclusive collaborations. Expansion into the fashion sector involves adding up to 100 new brands in the past year alone.
The home department extends across two floors, welcoming brands such as Made.com and West Elm. This space is meticulously arranged to spotlight classic and modern styles, marking a shift towards a more customer-driven approach. The significant introduction of room sets and the relaunch of fitted kitchens highlight the emphasis on providing broad home solutions. Consideration is also given to relaunching flooring offers, illustrating continuous growth across product categories.
Overall, the £6.5 million commitment to the Oxford Street flagship is part of a larger £26 million venture dedicated to transforming the store estate, with intentions to increase this investment to £36 million next year. Despite the challenges following the pandemic, John Lewis has managed to turn a profit, steering forward with plans to refurbish up to 12 stores in 2025. This forward-thinking strategy seeks to enhance customer engagement, taking calculated risks, and fostering a deeper connection with shoppers.
The strategic enhancements at John Lewis Oxford Street are pivotal in reinvigorating its retail presence and promise a vibrant future for the brand.
