John Lewis brings renewed energy to its Oxford Street store with a £6.5m makeover, aiming to enhance customer experience.
- The renovation includes an expanded beauty department now featuring 175 brands and new private consultation rooms.
- A unique mix of new brand collaborations in fashion is on display, including exclusive collections with increased price points.
- Homeware offerings are reimagined with an array of new brands, highlighting both classic and modern styles across two floors.
- An upgraded electronics department and a new Waterstones store create fresh interest and engagement at multiple levels.
John Lewis has unveiled a £6.5 million transformation of its Oxford Street flagship, aiming to reignite shopper enthusiasm and experience. Leveraging its prime location, the store serves as a testing ground for innovations expected to roll out nationwide. Executive director Peter Ruis highlights this as a pivotal step in reinforcing the significance and permanence of their physical shops.
The revamped beauty department is among the most significant enhancements, expanding to 20,000 square feet with 41 new counters. Shoppers can now find 175 beauty brands, including new additions like The Inkey List and Skin+Me. The inclusion of private treatment rooms, a strategic relocation of fragrance counters, and the departure of key competitors provide John Lewis with a unique market advantage.
Fashion offerings have seen a dynamic shift with the introduction of more adventurous styles, marked by collaborations like the one with A.W.A.K.E. Mode, driving sales success. Former executive from Asos and Topshop, Rachel Morgans, confirms this collection brought double the expected sales, marking a prosperous step forward for John Lewis’ fashion segment.
In the home department, a strategic redesign reflects diverse styles across two levels. The addition of brands such as Ruggable and West Elm emphasizes a dynamic mix of classic and contemporary offerings. The reintroduction of fitted kitchens and the exploration of a new flooring range signal a return to and expansion of staple services.
Electronics have not been left behind in this overhaul. The top floor now features updated displays, digital engagement opportunities, and a new gaming area, while improvements on large appliances aim to consolidate John Lewis as a leader in tech retail.
Further fueling customer interest, strategic partnerships led to the addition of a Waterstones and a pre-loved designer bag concession—initiatives that fill previously unused spaces with vibrant, appealing options, part of John Lewis’ broader £26 million investment strategy across its estate.
John Lewis’ innovative revitalization of its Oxford Street store signals a promising future for the brand’s physical retail presence.
