John Lewis has launched its biggest store refurbishment in four years.
The £10m investment comprises two new concepts at its Bluewater store, with its first gifting emporium and its biggest transformation of its home department.
The overhaul came in response to customer demand, with visits to the brand’s online gifting hub rising 15% compared to this time last year, according to the retailer.
The 650 sq m gifting emporium houses almost 1,800 new products and 14 new brands, grouped by “passion points” such as “home lover,” “hobbies and adventure” and “botanist”.
Under its home department revamp, its new concept invites customers to “shop by inspiration,” with five styles curated by its in-house designers – heritage, modern lux, Scandi’, rustic, and timeless.
Bluewater is the first John Lewis store to feature these flagship concepts, which are set to be rolled out to more of its stores.
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Alongside its new gifting and home concepts, the store’s refurbishment includes a reimagined beauty hall, expanded men’s and women’s fashion departments and a new Waterstones shop-in-shop.
The refurbishment forms part of the brand’s £800m multi-year investment project.
John Lewis director of home Jason Wilary-Attew said: “From weddings, new babies, and thoughtful thank yous, John Lewis has long been the home of year-round gifting.
“This year we are turbo charging that with the launch of our first gifting emporium.”
He added: “I’m equally thrilled to unveil the biggest transformation we’ve ever made to the home department.
“Our new lifestyle-led concept, built around five distinct styles, is designed to inspire customers and make it easier than ever to create a look they love.
“Bluewater is the perfect destination to touch, see, and feel both of these incredible new experiences first-hand and we look forward to introducing them to more of our stores in the future.”
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