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John Lewis names new store format

The John Lewis Partnership has confirmed that its new format homewares store will trade under the name John Lewis at Home.

GENERAL MERCHANDISE

John Lewis names new store format

The John Lewis Partnership has confirmed that its new format homewares store will trade under the name John Lewis at Home.

Trading from a space around one third of the size of a typical John Lewis department store, John Le

wis at Home will cater only for the home sector. Its product mix will include electrical goods and home technology products. It will feature a cafe area and offer a collection point for online purchases, as well as allowing the purchase of goods from gift lists.

“Our brand ambition is to be the retailer people trust most, love to visit and buy from in a comfortable and relaxed environment. 'John Lewis at home' will provide a sanctuary for our customers who can enjoy our exceptional service, inspiring products and great value,” says John Lewis head of format development Tim Harrison.

The company is investing £6m on the launch of the new format, which will open in Poole Commerce Centre in October. Around 30 of the stores are planned.

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