John Lewis unveils £6.5m revamp of Oxford Street flagship, enhancing customer experience significantly.
- The beauty hall sees a 25% expansion, introducing 41 new counters and shop-in-shop concepts, catering to 175 beauty brands.
- A new fragrance hall is now part of the flagship, with dedicated luxury brand counters from Loewe and Maison Francis Kurkdijan.
- Jewellery has relocated to the first floor, offering piercing and welding services, and home department welcomes new partnerships.
- Overall improvements span the store’s six floors, including the opening of a new Waterstones bookshop.
John Lewis has made a strategic £6.5 million investment in its Oxford Street flagship, aiming to significantly enhance the overall shopping experience. The comprehensive revamp focuses notably on the beauty hall, which has been expanded by 25% to accommodate an impressive 41 new counters and shop-in-shop concepts. The department now showcases 175 beauty brands, featuring renowned names such as Clarins, Dior, Clinique, Charlotte Tillbury, The Inkey List, Mac, Skin+Me, Nudestix, and The Ordinary.
A new addition to the store is the fragrance hall, which hosts dedicated counters for esteemed luxury brands like Loewe and Maison Francis Kurkdijan. This initiative is part of the retailer’s effort to provide a more diversified and luxurious shopping experience, enhancing its appeal among high-end clientele.
John Lewis has strategically moved its jewellery section to the first floor to enhance visibility and accessibility, introducing 46 brands to its collection. This area now includes new piercing and jewellery welding services from Tish Lyon, offering unique services to attract a wider range of customers.
In the home department, John Lewis has formed new alliances with brands such as Ruggable and Made.com, while existing room sets and collections have been upgraded, reflecting current trends and consumer preferences. Meanwhile, the broader renovation has impacted all six storeys of the flagship location, including the addition of a new Waterstones bookshop, which opened recently, providing an enriched shopping environment.
Peter Ruis, John Lewis’s executive director, expressed enthusiasm about these enhancements, stating, “The buzz is back in John Lewis and we’re giving our customers even more reasons to shop in our brilliant stores.” He reiterated the company’s commitment to maintaining exceptional quality, outstanding service, and competitive pricing, elements synonymous with the brand.
John Lewis’s strategic investment in its flagship store is expected to bolster its position in the retail sector, offering consumers an enriched shopping experience.
