John Lewis plans a major transformation of its Peter Jones store in Chelsea to become a global flagship.
- Executive Director Peter Ruis aims to redefine department store experiences.
- Plans include adapting the store’s offerings to the local customer base and utilising the building’s unique features.
- The rooftop terrace of the Grade II listed building will be transformed for new uses.
- John Lewis is undergoing a comprehensive revamp of its store estate, with Peter Jones being a priority.
John Lewis has announced ambitious plans to transform its Peter Jones store in Chelsea, London, turning it into a ‘flagship for the world’. Executive Director Peter Ruis emphasised the aim to revolutionise customer experiences within department stores. He plans to achieve this by adapting the store’s assortment to better suit local preferences.
In a bold vision to redefine what a department store can be, Ruis remarked, “I want to surprise people.” By doing so, the intention is to leverage the characteristic elements of the building, particularly the underutilised rooftop terrace, which provides an opportunity for innovative use.
Peter Ruis has outlined a strategy to shift the fashion assortment at Peter Jones towards a more premium segment, aligning with the market demographics of the area. This shift is part of a broader effort to enhance the perception of the store and deliver a unique retail experience.
Although specific timelines are not yet determined, the plans for Peter Jones are part of a larger revamp across the entire John Lewis estate, which includes over 650 store enhancements. The upcoming unveiling of the newly styled flagship on Oxford Street highlights the scale of these changes, featuring modern touches such as a Waterstones concession and an expanded beauty hall.
The grandeur of the Grade II listed building of Peter Jones is seen as a pivotal element in raising the bar for what a department store can achieve in terms of architectural and experiential offerings. This renovation reflects John Lewis’s commitment to innovation and customer-centric retailing.
John Lewis’s transformation of Peter Jones marks a significant step in redefining department store retailing.
