John Lewis unveils new beauty hall concept in Liverpool
John Lewis has reopened its beauty hall at its Liverpool store following a major transformation.
The retailer is now commencing a rollout of the concept to five further beauty halls this year. The Liverpool store will serve as the blueprint for the national expansion, which includes a new partnership with Rihanna’s Fenty Beauty.
Subscribe to TRBThe concept replaces the traditional counter-based model with open, sensory spaces where customers can explore new brands, get advice from experts, and try products through treatments and consultations. By focusing on service and social shopping, the approach aims to create an experience where the in-store atmosphere and the convenience of online channels work seamlessly together.
The Liverpool beauty hall has been expanded by almost 40% to 16,000 square feet. It is now home to 132 premium brands, 23 new or expanded counters, and introduces exclusive brands to the city for the first time, including Trinny London, Byredo and Maison Francis Kurkdjian.
The investment forms part of the retailer’s wider £800 million commitment to the John Lewis brand. It comes during a period of strong growth in the retailer’s beauty category, where sales have risen by more than 40% over the past five years.
Vikki Kavanagh, chief commercial officer at John Lewis, said: “John Lewis is making this commitment because its stores are the physical heartbeat of the brand.
“While our digital store offers convenience, our physical stores are designed for connection and discovery, ensuring customers receive the full John Lewis experience, however they choose to shop.
“The vision is for the stores to be destinations where people can discover and shop curated collections, learn from an expert, try a new beauty treatment, or meet a friend for lunch. Ultimately, John Lewis aims for everyone who walks through its doors to leave feeling genuinely inspired.”
Other beauty halls in the pipeline for transformation this year include Bluewater, Solihull and Cambridge.
