John Lewis revitalises its Oxford Street store with a £6.5m investment, embracing innovation and customer engagement.
- New concepts are being trialled, setting the stage for future updates across all stores in the coming years.
- The beauty department sees extensive enhancements, with new brands and private treatment rooms.
- Fashion offerings expand with exciting collaborations and a focus on supporting British talent.
- The home section reimagines its space, incorporating popular brands and customer-centric designs.
John Lewis has embarked on a mission to breathe new life into its Oxford Street flagship store, with a £6.5m investment marking the beginning of a broader strategy to refresh its entire estate. This flagship serves not only as a shopping destination but as a proving ground for innovative concepts that might be implemented in other locations in the future. Peter Ruis, a key executive, revealed the change in approach, prioritising spending on stores to make them more competitive and inviting.
A major highlight of the refurbishment is the beauty department which has been expanded by 20,000 square feet and now features 41 new counters. This expansion introduces shop-in-shop concepts with renowned brands like Clarins and Dior. In addition to this, the department offers private treatment rooms, enhancing the customer experience by providing secluded spaces for personal consultations.
In its fashion division, John Lewis is stepping up its game through collaborations with labels like A.W.A.K.E. Mode, offering more adventurous styles that deviate from traditional silhouettes. The strategic expansion has resulted in a significant boost in sales, doubling expectations shortly after launch. This move is part of a larger goal to double the size of the fashion business. Accessories also see growth, with a broad range stocked and new services like piercing and welding in collaboration with Tish Lyon.
The home department has undergone a transformation, introducing brands such as Made.com and Ruggable. This reimagined space focuses on a balance between daily essentials and high-end lifestyle items, improving customer engagement with different styles like Scandi or mid-century modern. Enhanced from top to bottom, it reflects John Lewis’s commitment to adaptability and consumer-centric design.
Significant changes also touch other departments. The electronics section on the top floor has been modernised with intuitive layouts and digital displays, while a Waterstones bookstore successfully attracts customers to previously underutilised space. This bookstore addition aligns with the store’s strategy to integrate community-focused services, diversifying its appeal and functionality.
John Lewis is successfully executing a comprehensive strategy to rejuvenate its store offerings, promising a vibrant future for its customers and business alike.
