John Lewis has launched a new beauty hall format in Liverpool.
Replacing its traditional beauty counters, the new “sensory spaces” model had been designed to “create a truly integrated experience”, which combines both face-to-face service with more interactive digital screens and activations.
The offer has also been expanded, and modernised, with Fenty Beauty – owned by pop star Rihanna – being the standout of among a number of new lines stocked.
Liverpool One is the first of six stores to be refitted with the new offer this year. The space has been expanded by 40%, to 16,000 sq ft. It stocks 132 brands across its 23 counters.
The new format will serve as a “blueprint” for further expansion, as part of John Lewis’ £800m investment into stores under its turnaround plan.
“John Lewis is making this commitment because its stores are the physical heartbeat of the brand,” said John Lewis chief commercial officer Vikki Kavanagh.
“While our digital store offers convenience, our physical stores are designed for connection and discovery, ensuring customers receive the full John Lewis experience, however they choose to shop.
“The vision is for the stores to be destinations where people can discover and shop-curated collections, learn from an expert, try a new beauty treatment, or meet a friend for lunch,” Kavanagh said. “Ultimately, John Lewis aims for everyone who walks through its doors to leave feeling genuinely inspired.”
Bluewater, Solihull and Cambridge are the next stores confirmed to receive “transformations” following the complete overhaul of John Lewis’ flagship Oxford Street store in May.
Food and hospitality is a major focus of the new format, alongside beauty, which John Lewis sees as a crucial driver of footfall.
Its sales in the category have increased by 40% over the past five years, despite the retailer struggling for the majority of that period.
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