John Lewis is rejuvenating its Oxford Street store, marking a significant £6.5m investment.

• The store serves as a testing ground for new retail concepts ahead of broader implementation.
• Enhanced beauty and fashion sections lead the store’s transformation efforts.
• Major renovations include new partnerships and expanded product lines.
• These changes are part of a larger £800m investment plan across John Lewis stores.

John Lewis is breathing new life into its Oxford Street branch through a substantial £6.5m revamp. This flagship store is being used as a prototype to introduce new ideas, which will later be expanded to other locations. According to executive director Peter Ruis, this initiative is set to reinvigorate the shopping experience, providing even more attractions for customers.

The beauty section of the Oxford Street store has witnessed the most notable transformation. The department has been expanded significantly, now incorporating a 20,000 square feet area with 41 new counters. Helen Spencer, head of beauty, highlighted the achievement of maintaining normal trading throughout the makeover, ensuring an uninterrupted experience for customers. The beauty section now boasts 175 brands, including notable newer entries like The Inkey List and Skin+Me.

In fashion, John Lewis has strategically enhanced its offerings with collaborations and premium brands. The launch of A.W.A.K.E. Mode brought a fresh, elevated style into the store, driving substantial sales in its first week. Rachel Morgans, head of fashion, confirmed plans to continue diversifying with exclusive collaborations and limited edition pieces, reflecting the store’s commitment to supporting British talent and offering exclusive designs.

The home department also underwent a significant redesign, featuring brands such as Made.com and West Elm. Jason Wilary-Attew, home director, discussed the reimagined space, aiming to balance everyday essentials with higher-end lifestyle products. The introduction of fitted kitchens and exploration into flooring options mark John Lewis’s intent to broaden its homeware offerings.

Furthermore, the Oxford Street location has added a Waterstones bookstore and revamped electronics and appliance sections, enhancing customer engagement through new layouts and brand partnerships. Ruis emphasised a commitment to continuing store upgrades, with at least five more planned by 2025, aiming to bring similar revitalisations to additional locations.

John Lewis’s Oxford Street transformation symbolises a renewed focus on in-store customer experiences.