The bricks and mortar revamp from John Lewis is in contrast to Matalan, which has launched an online-only Matalan Direct venture that will tap into the bathroom furniture market.
Meanwhile, homeware retailer DuneIm is eyeing further growth following a sales uptick and appointed a new CFO to keep expansion on the right track. In addition to revamping its online channels, it is also continuing to open new stores.
Will Adderley, DuneIm CEO, said: “With a newly strengthened senior team, a recently upgraded website, a sound pipeline of new stores and an ongoing programme of capital and revenue investments in place, I am confident that we will continue to deliver further growth across all our channels going forward.”
However, John Lewis claims its £14m investment will result in it providing “the largest range of home products of any store in the UK”. The idea is to give shoppers the means to personalise and design each room in their home from one location.
Although the firm “promises to revolutionise home retail in the capital”, the London launch will lay the foundation for a plan that will be carried into all John Lewis shops nationwide.
The space in the Oxford Street store will space 94,000 sq ft across two floors, boasting homeware features including fitted kitchens, flooring and beds. Some 25 different room settings have been constructed for the area, which will be updated regularly in keeping with new design trends to give consumers new ideas.
Elsewhere, a light room is set to include more than 650 different designs, a fabric room will have more than 12,500 assorted materials and a living room will house more than 100,000 combinations of sofa shapes with varying fabrics.
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“Our customers are looking for a more inspiring in-store experience, with the right expertise on hand to offer help with their homes should they need it. We have responded with a visual and immersive experience at Oxford Street where the customer can be inspired by the latest in design as well as being offered advice and expertise by our partners,” said Christine Kasoulis, buying director of home for John Lewis.
“John Lewis has always been at the forefront of quality and home design. We are the only retailer with the breadth and depth in choice and price, brand and own brand mix to cover the everyday to the design classics. Within Oxford Street we will be able to give customers access to the newest trends and products in home design, and exclusive brands and design collections from both the UK and internationally.”
The firm claims the 294 team members at the flagship store’s home departments have 3,354 years worth of advice, design, inspiration and personalisation experience between them.