John Lewis has unveiled two fresh concepts at its newly refurbished Bluewater store: its first-ever 650sq m Gifting Emporium, and the biggest-ever change to its Home department, following a nearly £10 million investment.
The ambitious overhaul comes in response to customer demand, with visits to the brand’s online gifting hub up 15% compared with this time last year.
The Gifting Emporium is home to almost 1,800 new products and 14 new brands, designed to offer inspiration and a curated selection of gifts for every occasion. Items are grouped by ‘passion points’ such as ‘Home Lover’, ‘Hobbies & Adventure’, ‘Botanist’, ‘Foodie’, ‘Spa & Wellbeing’, and ‘Kids’.
New brands available at the Gifting Emporium at Bluewater and at the John Lewis online gifting hub include &K Amsterdam, Bon Ton Toys, The Conran Shop, Ralph Lauren, Crosley, and IND!E – a company that supports small and independent businesses by providing retail opportunities, educational resources, and a platform to sell products. IND!E offers 57 products from five brands: Glorious Mud, Queen Mee, Paul Marshall Johnson, Bokitta, and Cooler King.
Meanwhile, the Home department invites customers to shop by inspiration. Those passionate about interiors can explore five distinct styles curated by in-house designers: ‘Heritage’, ‘Modern Lux’, ‘Scandi’, ‘Rustic’, and ‘Timeless’. This new ‘shop by style’ approach is designed to help customers discover and create a complete look.
Jason Wilary-Attew, director of home at John Lewis, said: “From weddings and new babies to thoughtful thank yous, John Lewis has long been the home of year-round gifting. This year we are turbocharging that with the launch of our first Gifting Emporium.
“I’m equally thrilled to unveil the biggest transformation we’ve ever made to the Home department. Our new lifestyle-led concept is designed to inspire customers and make it easier than ever to create a look they love. Bluewater is the perfect destination to touch, see, and feel both of these incredible new experiences firsthand, and we look forward to introducing them to more of our stores in the future.”
