John Lewis has unveiled an experimental new store format designed to provide customers with a sensory shopping experience and reflect the interests of the local community.

The John Lewis store in Horsham, West Sussex, was originally an At Home shop and is co-located with a branch of grocery stablemate Waitrose. It has been revamped to be a “one-stop destination for fashion, beauty, tech and home design”.

The retailer has worked with neuroscience experts to “enhance areas of the shop with sensory elements”. In the sleep department, for instance, John Lewis has created “a relaxed environment that is conducive to a great night’s sleep” such as “a citrus scent, calming sleep sounds and neutral painted walls… to enable customers to test and make their mattress decision in the best conditions”.

A children’s area is designed “to engage and entertain our younger audience while they shop with us and is the start of things to come as we expand our family offer in the year ahead”. It incorporates an interactive trail, treasure hunt, activity table and a nursery advice service.

The store offers services such as personal styling and nursery and sleep appointments, as the retailer aims to make the most of its reputation for expert advice and service.

Brands sold at the 47,000 sq ft store include Barbour, Levi’s, Whistles, Baukjen, Dior, Jo Malone and Bobbi Brown, and personalised services such as an Elemis beauty treatment room.

Horsham branch manager Jack Howe said: “We’ve listened to our local customers in Horsham and we’re thrilled they can now shop and experience a larger John Lewis offering with more departments. Early customer reaction has been incredibly positive and they love our new look.

“As shoppers return to the high street, our multi-million-pound investment provides a major boost for the town centre and will attract more shoppers into the store.”

The overhaul came as parent company John Lewis Partnership prepared to issue results.

 

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