John Lewis rejuvenates its Oxford Street store following a significant investment.
- The flagship store now hosts a variety of new concepts across multiple floors.
- Expanded beauty department introduces 41 new counters and numerous brands.
- A partnership with Jamie Oliver brings a cookery school to the third floor.
- New fashion collaborations aim to elevate John Lewis’ style and offerings.
John Lewis has made a considerable £6.5 million investment to revamp its Oxford Street flagship store, aiming to restore vibrancy and attract more customers. Executive Director Peter Ruis expressed enthusiasm about the updates, stating that this is part of an £800 million investment planned over the coming years for their entire store estate. He emphasised the company’s commitment to retaining physical stores, which have been undervalued in recent years.
The Oxford Street location has undergone significant changes, including a notable enhancement in the beauty department. This area has expanded by 20,000 square feet and introduced 41 new counters and shop-in-shop concepts, strengthening its appeal as a premier beauty destination. The revamped beauty hall now features 175 brands, offering luxury treatment rooms and hosting trending brands like The Inkey List and Skin+Me’s counter.
Beyond beauty, the store has diversified its offerings with the introduction of a Waterstones bookshop and a new cookery school powered by Jamie Oliver. These additions are part of a strategic move to bring fresh and engaging experiences to the traditional retail space. The fragrance hall also received a makeover, further elevating the luxury shopping experience at the store’s entrances.
In fashion, John Lewis has pushed boundaries by collaborating with A.W.A.K.E. Mode, offering bold and premium-priced attire, marking a shift from its conventional styles. Rachel Morgans, Head of Fashion, shared that the collaboration has exceeded sales expectations, doubling initial projections. This move is part of a broader strategy to double the fashion sector’s contributions to John Lewis’ revenue.
The home department has also been revitalised with new brands and a focus on lifestyle segmentation. Director of Home, Jason Wilary-Attew, described the reimagined space as customer-focused, with specific themes like Scandi and English country that cater to diverse tastes. Plans are in place to reintroduce fitted kitchens and possibly flooring, expanding the home selection after previous supplier challenges.
These strategic upgrades reflect John Lewis’ dedication to providing a comprehensive retail experience that adapts to current market trends and consumer preferences. The Oxford Street store serves as a prototype for future enhancements across other locations.
John Lewis’ investment in its Oxford Street store signals a promising step in its rejuvenation strategy, aiming to revitalise consumer engagement and satisfaction.
