John Lewis is introducing a new premium experience at its Oxford Street flagship, designed to attract more visitors to its physical stores and to reward loyal customers.

The retailer will open “The John Lewis Lounge” tomorrow (4 November) exclusively for My John Lewis loyalty scheme members.

Upon arrival, guests will be welcomed with a complimentary coffee or glass of sparkling wine, alongside Waitrose chocolates and the option to enjoy hand and arm massages.

The initiative will run as a trial through the Christmas period, with the lounge accommodating up to 30 guests per hour.

Depending on availability, members will be able to book time slots in advance or walk in, and are permitted to bring up to two guests.

Rose Hanley, brand director at John Lewis, told The Telegraph the concept was about deepening customer relationships through experience-led retailing.

“This trial is a perfect example of our wider strategy: investing in our stores to offer unique, service-led experiences that our customers can’t get anywhere else,” Hanley said.

The new lounge reflects the department store’s broader push to differentiate its in-store experience, offering loyal shoppers more reasons to visit during the key holiday season.

John Lewis has been approached for comment.

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