Next to open first department store with fashion, beauty and home under one roof

Next opened its first Beauty stores in 2020.
Next opened its first Beauty stores in 2020.
// Next is to relocate to a 94,000 sq ft store in Atria Watford that brings together its fashion, beauty and home offer for the first time
// The store will also have a connecting Victoria’s Secret store, the brand in which Next owns a majority stake in the UK

Next is to open its first ever store that brings its fashion, beauty and home offer under one roof creating a department store-style emporium. The store will also have a connecting Victoria’s Secret, the lingerie brand in which Next owns a majority stake in the UK.

The retailer will relocate its Next clothing store in Atria Watford to the site of Next Beauty & Home – which was one of its first beauty formats, opening in October 2020, and will open a store almost three times as big at 94,000 sq ft in April this year.

The three floor store will have a 4,500 sq ft Victoria’s Secret shop adjacent, which will connect with the Next store but will also have its a separate entrance. Next acquired a majority stake in Victoria’s Secret’s UK arm in 2020.

The megastore’s arrival comes as Next moves towards a department store model. The retailer, which has long sold fashion and home, has been growing its beauty business and introducing an array of concessions in its larger stores. Its Oxford Street store includes Clarks, Paperchase and Costa Coffee concessions.


READ MORE: Next records £70m more sales than expected over Christmas


A Next spokesperson said: “We are very excited to announce plans for our new and improved store at Atria Watford – a location where Next has already thrived for many years. The new unit will bring together the three elements of our offering in one place – fashion, home and beauty – for the first time, for our Watford shoppers to enjoy.”

Steve Gray, head of European retail asset management at Atria-owner Global Mutual said: “Next is a hugely important and long-standing tenant at the centre – and so we are really pleased to have supported them as they reconfigure their offering with us. We know locals and visitors will be incredibly excited by the new store.”

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4 COMMENTS

  1. This is not new. In the 1980’s prior to the 80’s Lawson recession Next had a department store model and it nearly made them bust.

    This time, however market conditions are different and I think they will do well.
    Huge availability of ex department stores with 234 stores lying empty.

  2. Yes – you are right – this is not new, but maybe the current management cannot remember that far back? That in itself is quite sad for what is fast becoming a heritage brand. It’s good to know your brand history! I managed one of their department stores, which had a florist, a Molton Brown hairdressing salon, an espresso bar, menswear, childrenswear, ladieswear, home, furniture and furnishings, lingerie, footwear, precious jewellery and cosmetics. Those were the days!

  3. Hopefully this will pull next physical retail back into shape as there current stores are failing miserably have done for sometime pre pandemic to

  4. We of a certain age miss our department stores. We have cash in our pockets and nowhere to spend it. Someone is missing a trick.

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