John Lewis’ first all-homewares store will trade as John Lewis at Home, the Partnership has revealed.
The shop, in Poole, Dorset, is due to open in October and will focus exclusively on the home sector.
John Lewis says the new name reflects the retailer’s core strength of home assortment and is
linked to existing branding to capitalise on strong brand heritage and its multi-channel business.
The Poole outlet will be a third the size of a typical John Lewis department store, with approximately 45,000sq ft of selling space, and will incorporate a café. John Lewis will invest £6m in the new initiative, which will create 100 jobs.
Commenting on the new store, Tim Harrison, head of format development, said: “Our brand ambition is to be the retailer people trust most, love to visit and buy from in a comfortable and relaxed environment. John Lewis at Home will provide a sanctuary for our customers, who can enjoy our exceptional service, inspiring products and great value.”
John Lewis says it believes there are 30 locations in the UK that could support one of the new-format stores.
John Lewis at Home will be located in Land Securities’ Poole Commerce Centre, the edge-of-town retail park situated on the A35 between Poole and Bournemouth.