John Lewis Launches Bespoke Stores to Drive Multichannel

John Lewis has announced plans to launch bespoke stores targeted at multichannel shoppers. The UK department chain will open a number of smaller-format stores featuring highly localised product offers. At between 65,000 and 100,000 square feet, these new sites will be significantly smaller than its standard department stores and designed specifically with the multichannel shopper in mind.

The first outlet will open in Exeter city next year and chiefly focus on fashion, consumer electronics and home product categories.

“This new flexible approach to the size of our shops allows us to forge ahead with our growth plans to introduce John Lewis branches and our full-line assortment to cities and towns where we have long wanted to have a presence,” said John Lewis Managing Director Andy Street in an interview with The Guardian.

Although the retail giant has suffered patchy sales this year, trading jumped 3.7% last week due to its London outposts and stellar online performance – the company’s e-commerce site has gone from strength to strength, spiking 36% last year.

The new format stores will play a major role in John Lewis’ multichannel strategy by helping to drive click & collect trade.

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