John Lewis reaffirms its commitment to physical stores with a substantial £800m investment over the next four years, focusing on enhancing customer experience and store features.
- The Oxford Street flagship, along with locations in High Wycombe and Cheadle, now boasts upgraded, larger beauty halls.
- A strategic review of beauty brands will occur semi-annually to include more up-and-coming labels and services.
- A partnership with Jamie Oliver will see his Cookery School and Cafe introduced to John Lewis in spring 2025.
- The store in Oxford Street serves as a prototype for transformations envisioned for other locations in the portfolio.
John Lewis is reinforcing its commitment to brick-and-mortar retail with a significant investment totalling £800 million over the next four years. This initiative is centred on upgrading store facilities and enhancing the overall customer experience. The move underscores the retailer’s confidence in the enduring appeal of physical outlets, even in a post-pandemic retail environment.
The high-profile locations in Oxford Street, High Wycombe, and Cheadle are the first beneficiaries of this investment, featuring expanded and refurbished beauty halls. These renovations include a noticeable increase in space and variety, highlighting John Lewis’s strategy to attract customers with both established and emerging beauty brands.
Executive Director Peter Ruis disclosed that approximately half of the total investment will target store improvements, with £126 million already expended in the current year and an additional £136 million planned for the next. Innovations such as mobile payment options and ship-from-store technology are also being integrated to enhance consumer convenience.
The Oxford Street store now boasts 41 beauty counters with a 24% increase in area and a 15% rise in brand offerings, bringing the total to 175. This includes an influx of American Gen Z brands like Sol de Janeiro, which the retailer plans to regularly reassess to keep offerings fresh and appealing.
Retail head of beauty, Helen Spencer, emphasised the significant role of omnichannel shopping by stating that 38% of beauty sales are completed online, with an increasing number of customers engaging with both in-store and digital platforms.
Further enhancements at Oxford Street include a revamped Blink Brow Bar, new skincare sections, and a fragrance hall with premium brands and a luxury reseller offering pre-owned designer items. The introduction of the diagnostic skincare brand, Skin + Me, marks another significant addition.
The retailer is also expanding its home section with the inclusion of Made.com, signifying the brand’s first physical presence in London, while revamping spaces for existing brands to improve customer navigation.
The forthcoming partnership with Jamie Oliver will introduce his Cookery School and Cafe, supplementing recent additions like a new Waterstones bookshop and a rooftop restaurant, demonstrating John Lewis’s commitment to creating multifaceted retail environments.
Peter Ruis affirmed the ongoing transformations, describing the Oxford Street store as a model for future store upgrades aimed at providing exceptional customer service and product quality.
John Lewis’s £800m investment signifies a robust commitment to enhancing physical retail spaces and customer experience through strategic upgrades and partnerships.
