John Lewis launches experiential store concept

John Lewis and Waitrose are trialling a new “experience playground” concept store in Southampton, with scope to expand it nationally. The concept includes “stay and play” gadget areas, a farm shop and roof garden from the partnership’s Leckford Estate, a Waitrose cookery school, beauty and fashion gift experiences, and specialist gardening talks and home consultations about garden redesign. It will also host pop-up workshops ranging from barista and photography courses to wreath-making and modern calligraphy. Peter Cross, customer experience director at John Lewis & Partners, said: “Our goal is to offer customers unrivalled access to expertise and impartial advice in as many areas of their lives as we possibly can – in a way that is uplifting and inspiring. “We know that shopping for a new gadget or beauty product can be a daunting experience, with so much choice on offer. We want to help navigate customers through that. “Our new concept shop is an example of how we’re reinventing the department store of the future to make us stand out from the competition.” The John Lewis Partnership, the parent group of both businesses, said last month that it was merging the department store’s management team with Waitrose, as part of a cost-saving exercise. To send feedback, e-mail pui-guan.man@egi.co.uk or tweet @PuiGuanM or @estatesgazette