John Lewis opts for smaller stores to reach more of UK

John Lewis is to introduce a smaller size of store than its usual format, with the first opening in Exeter city centre next year and a further 10 suitable locations identified.

John Lewis: mock-up of Exeter store
John Lewis: mock-up of Exeter store

The retailer has dubbed them 'flexible format' stores. They will have a selling space of between 65,000 and 100,000 sq feet, less than the average 132,000 sq feet of its established 'full line' stores but more than the averge 40,000 sq feet of its 'John Lewis at home' stores.

John Lewis claims the new format will help it expand into new retail sites it was previously unable to and "significantly increase" its brand presence in the UK.

The stores will hold all the departments found in John Lewis flagship stores, including beauty, electronics and nursery, and will "maximise the opportunity for multichannel shopping".

Andy Street, managing director at John Lewis, said: "There is a huge potential, and a clear demand from customers, for John Lewis to expand into more key locations in the UK.

"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."

"John Lewis is committed to continuing to invest in 'bricks and mortar', particularly as we know that new shops stimulate our brand presence and online sales in areas where we trade."

The 'at home' store format was the first fresh John Lewis format for two decades when it was introduced in 2009, with the first shop in Poole.

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