John Lewis expands At Home store format and value range

LONDON - John Lewis is expanding its At Home store format, with the opening of a second branch in Croydon this coming autumn, and has increased its value range to more than 300 products.

Shoppers Queue on opening day at the John Lewis at home store in Poole
Shoppers Queue on opening day at the John Lewis at home store in Poole

The retailer opened the fresh format last October in Poole, Dorset, its first for 20 years, which focuses exclusively on the home sector, including electrical and home technology.

John Lewis said the planned opening follows the success of the Poole store, with Andy Street, John Lewis's managing director, saying that it had 'performed above expectations'.

There is also the possibility that the format, which is around the third of the size of a typical John Lewis department store, could roll out to more locations across the UK.

Street said: "We've identified 30-50 locations which would be suitable for the John Lewis at home format and a decision on this roll out will be taken in March."

Last year the store began heavily pushing its home and electricals offers, which included launching a range of own-branded TVs.

As a result, home sales rose 19.6%, with electricals and home technology increasing by 11.4%.

John Lewis has also today extended its value range to more than 300 products.

The range which initially launched in September with around 100 items, now contains items such as cushions, photo frames, lighting and blinds. It now covers cooking, dining, furniture, decorative accessories, bath linen, lighting, nursery, small electricals and bed linens.

John Lewis reiterated the point that the value range does not mean the retailer is moving away from its mid-premium positioning, but ensuring it has products at both the premium and value ends.

The value range ties-in with the retailers Never Knowingly Undersold proposition, and was launched to help the slogan resonate better with consumers. In October John Lewis launched a national campaign marking the re-launch the slogan, which was founded around 80 years ago and had traditionally been used by the retailer as a price promise.

The retailer spent about £1m on the activity, created by Adam & Eve, consisting of national press and outdoor.

John Lewis was one of the big retail winners of the Christmas period with sales increases of 12.7% on the previous year.

Last week it was unveiled as the latest sponsor of London 2012, with official in-store Olympic concessions planned for its Oxford Street and new Stratford outlets.

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