John Lewis unveils its enhanced Oxford Street store, infused with new energy after a £6.5m investment.
- The flagship will trial innovative concepts as part of a broader £800m revamp across its estate.
- A significant expansion of the beauty department introduces 175 brands and private treatment rooms.
- Fashion collaborations introduce high-end collections, boosting John Lewis’s style credentials.
- Revamped home, electronics, and culinary sections redefine customer experience at the upgraded store.
John Lewis has unveiled its revamped Oxford Street flagship, revitalising every floor following a £6.5m investment. Executive Director Peter Ruis highlights the renewed “buzz” in the store, poised as a testing ground for innovative concepts ahead of a broader estate-wide enhancement, aiming to solidify the brand’s relevance in modern retail.
The beauty department, significantly expanded to 20,000sq ft, stands as the largest investment within the store. It includes 41 new counters and in-store experiences with trendy brands like The Inkey List and Sol De Janeiro. Dedicated spaces for luxury fragrances and private treatment rooms for brands such as La Mer and Clinique underscore the strategic pivot towards premium retail experiences.
In fashion, John Lewis embraces a strategic shift with collaborations like A.W.A.K.E. Mode, presenting bold, premium designs. This initiative doubles expected sales, complementing efforts to expand accessory offerings with luxury and pre-loved options.
The home section is transformed with the introduction of high-profile brands and a focus on differentiated lifestyle displays. A strategic revamp of electronics includes a new gaming zone and digital engagement points, enhancing the shopping experience. Additionally, culinary enthusiasts can look forward to a new cookery school in partnership with Jamie Oliver.
As part of its £26m estate enhancement, John Lewis is transforming underused spaces into thriving hubs of activity. With plans to extend its upgrades internationally, the company is set on reinvigorating its retail presence, demonstrating sustained commitment to evolving customer preferences.
John Lewis’s comprehensive store enhancements signal a resurgence, aligning retail innovation with customer-focused strategies.
