John Lewis trials new "one stop destination" concept store
John Lewis has unveiled its newly redesigned store layout in Horsham, moving from its existing "at home" format to a one stop destination for fashion, beauty, tech and home design. The redesign forms part of a trial to test a series of new concepts and services for John Lewis customers.
Covering 47,000 sq ft, the redesigned store will allow consumers to discover a curated range of fashion and beauty brands, including Barbour, Levi's, Whistles and Baukjen, alongside Dior, Jo Malone and Bobbi Brown, as well as a range of personalised services including an Elemis beauty treatment room.
The store itself has been designed to better reflect the local community it serves and respond to its needs via a new layout. A host of free services such as personal styling and nursery and sleep appointments have also been introduced, allowing customers to tap into the impartial advice from expert partners.
On the ground floor a new kids area has been installed to engage and entertain its younger audience, which John Lewis describes as the "start of things to come" as it plans to expand its family offer in the year ahead. The kids area encompasses an interactive trail, activity table and a nursery advice service alongside kids fashion brands including Polarn O Pyret and Pure Baby, as well as own brand childrenswear.
John Lewis worked with neuroscience experts to redesign the store and enhance areas of the shop with sensory elements. The company applied a method called “sensory prescription’’, working in the same way a doctor would prescribe medicine. The two businesses worked together to look at the store design, prescribing colours, sounds and scents, tailoring them to the specific areas.
The newly redesigned store is one of five co-located with a Waitrose shop, with 50% of Waitrose customers reportedly "already shopping in the John Lewis next door".
Jack Howe, Branch Manager, John Lewis Horsham, commented: “We've listened to our local customers in Horsham and we’re thrilled they can now shop and experience a larger John Lewis offering with more departments. Early customer reaction has been incredibly positive and they love our new look.
“As shoppers return to the high street, our multi-million pound investment provides a major boost for the town centre and will attract more shoppers into the store.”
