Waterstones announces its return to Oxford Street, opening a bookshop in collaboration with John Lewis, which promises to be a key attraction for shoppers.
- The collaboration will see Waterstones establishing a ‘shop-in-shop’ concept within John Lewis, set to open on 8 October 2024.
- The bookstore will feature an impressive selection of nearly 20,000 titles, catering to a diverse range of readers from non-fiction to children’s books.
- This strategic partnership marks Waterstones’ comeback after a notable absence since 2016, when its last Oxford Street store closed.
- Executives from both retailers express enthusiasm about leveraging their aligned values to enhance customer experience.
Waterstones is making a strategic move by partnering with John Lewis to return to its former stronghold on Oxford Street. The bookseller will unveil a ‘shop-in-shop’ within the renowned department store’s flagship, a location situated on the bustling shopping street, on October 8, 2024. This new outlet promises a comprehensive collection of nearly 20,000 books, catering to diverse literary tastes including non-fiction, fiction, and children’s literature.
Historically, Waterstones had a significant presence on Oxford Street with four separate locations, all of which were closed by 2016. This reopening represents not only a return but a reinvigoration of the brand in a prime retail location. Positioned on the second floor next to the café within John Lewis, the bookstore is poised to become a central hub for leisurely book browsing and author events, a hallmark of Waterstones’ customer engagement strategy.
In articulating the strategic importance of this venture, Waterstones’ Chief Operating Officer, Kate Skipper, remarked enthusiastically, “We are thrilled to be working with John Lewis on this exciting new partnership and delighted to be returning to Oxford Street this Autumn. Waterstones at John Lewis Oxford Street will be an extensively ranged bookshop sited within this iconic flagship department store, perfect for browsing and a hub for author signings, with our booksellers on hand to offer expert customer guidance.” Skipper’s comments underscore the company’s commitment to providing a premium literary experience.
Meanwhile, Katie Papakonstantinou, John Lewis’ Director of Services and Hospitality, stated, “We’re delighted to join hands with Waterstones, whose values and customer base are highly aligned with ours. We’re dedicated to offering our customers the best shopping experience possible, and this new bookshop is another way for us to invest in the customer offer, from our products and services to our complimentary hospitality offerings.” This partnership signals a shared commitment to elevating the retail experience amidst increasing competition in consumer markets.
The strategic partnership between Waterstones and John Lewis heralds a new era for book retail on Oxford Street, promising a rich experience for customers.
