John Lewis Unveils Home Department Transformation At Bluewater

• c £10m investment marks biggest John Lewis store refurbishment in four years
• First-ever 650 square metre Gifting Emporium launched to set new standard for year-round gifting
• Biggest-ever change to Home department introduces new 'shop by style' concept

John Lewis, a brand synonymous with both gifting and home, has today unveiled two brand new concepts at its newly refurbished Bluewater store, delivering its first-ever 650 square metre Gifting Emporium and the biggest-ever change to its Home department following a nearly £10m investment.

The ambitious overhaul comes in response to customer demand, with visits to the brand’s online gifting hub up 15 per cent compared to this time last year. The new Gifting Emporium, spanning an area roughly the size of three tennis courts, is home to almost 1,800 new products and 14 new brands, designed to offer inspiration and a curated selection of gifts for all occasions that customers can explore first hand. These are grouped by passion points such as ‘Home Lover’, ‘Hobbies & Adventure’, ‘Botanist’, ‘Foodie’, ‘Spa & Wellbeing’, and ‘Kids’.

In parallel, the Bluewater store debuts the biggest-ever change to John Lewis's Home department. Moving beyond individual products, the new concept invites customers to shop by inspiration. Everyone passionate about interiors can experience their dream space with five distinct styles curated by in-house designers: ‘Heritage’, ‘Modern Lux’, ‘Scandi’, ‘Rustic’, and ‘Timeless’. This new 'shop by style' approach is designed to inspire, helping customers discover and create a complete look.

Bluewater is the first store to feature these flagship concepts, which are set to be rolled out to more John Lewis stores.

The biggest refurbishment of a John Lewis in four years, the Bluewater store has seen all corners of its 31,000 square metre store transformed. Beyond the new Gifting and Home concepts, the refurbishment includes a reimagined Beauty Hall with new premium brands like Fenty, Byredo, and Medik8, along with expanded Men's and Women's Fashion departments and a new Waterstones shop-in-shop. This is part of the brand's £800m multi-year investment project, reinforcing John Lewis's commitment to providing customers with unparalleled shopping experiences.

Jason Wilary-Attew, Director of Home at John Lewis, 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.

“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.”

New brands available at the Gifting Emporium at Bluewater and at the John Lewis online gifting hub include:

• &K Amsterdam - colourful and characterful collection of 30 products including the viral hit, the House butter dish
  
  
• Bon Ton Toys - beautiful collection of 16 Products across Miffy and Peanuts, including the exclusive Miffy Mystery Box
  
  
• The Conran Shop - curated collection of 40 products across Vases, Glassware, Tableware, Textiles, Lighting and Furniture
  
  
• Ralph Lauren - already a leading brand within John Lewis Fashion categories, John Lewis has newly introduced 28 products from their beautiful home fragrance and gifting ranges
  
  
• Crosley - known for their portable turntables, Crosley blends vintage vibes with modern tech, two of its iconic models now form part of the new gifting collection
  
  
• IND!E - a company that supports small and independent businesses by providing them with retail opportunities, educational resources, and a platform to sell products. A collection of 57 products, from five brands including; Glorious Mud, Queen Mee, Paul Marshall Johnson, Bokitta, and electric motorbike maker, Cooler King.

Source : John Lewis Partnership

Image : John Lewis Partnership

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