First look: John Lewis' rebranded Oxford Street store

The department store business has rechristened itself John Lewis & Partners – sister grocery specialist Waitrose has done the same – to reflect its increased emphasis on differentiating itself by highlighting the difference made by its people.

John Lewis aims to accentuate the appeal of excellent service and advice provided by its staff co-owners. While online sales are approaching 50% of the total, the retailer is making the most of bricks-and-mortar strengths that cannot be replicated by pureplays.

John Lewis managing director Paula Nickolds said: “Where others are investing in drones, we’re investing in people.”

The retailer has overhauled its fashion offer, displaying womenswear by colour blocks; introduced a new gifting department called Find, Keep, Give; a new shoe department including a luxury offer for the first time; and the introduction of style advisers.

The latter innovation, piloted at the recently opened branch in Westfield White City, has led to 20% of womenswear sales being delivered by six colleagues there – indicative of how service and advice can increase shopper spend.

John Lewis will issue interim results next week, which the retailer has already flagged are likely to show profits “close to zero”.

That reflects investment in IT and logistics but also turmoil among department stores – House of Fraser collapsed into administration and Debenhams has struggled.

The harsh conditions have led to what Nickolds described as “probably the most promotional period in our history” as John Lewis applied its ‘never knowingly undersold’ promise amid competitor price cutting.

John Lewis has responded to that by introducing more own-brand and exclusive lines.