John Lewis to overhaul Home department with focus on personalisation

John Lewis is investing heavily in new personalised shopping experiences with a £14 million redesign of its Home department at the flagship London Oxford Street store.

The department is being overhauled to offer a more personalised experience, giving shoppers the chance to design their home interiors in-store using a series of new interactives.

Shoppers can “fully immerse themselves”

Covering 8,732m², the new-look department will cover two floors and be navigable by types of room environment rather than product type, so shoppers can “fully immerse themselves”, according to the retailer, which is understood to have handled the project in house.

A John Lewis spokeswoman says that “choice, personalisation and visualisation” will be integrated into new interactive experience although full details are being kept back until the September launch.

You can choose from 100,000 sofa combinations on one interactive

A “sleep room” has been devised where shoppers can create their own bedroom designs. Meanwhile the Light Room contains 650 different lighting solutions to experiment with and choose from, a Fabric Room offers more than 12,500 materials and the Flooring Room features a Rug Gallery where shoppers can choose the shape, size and colour of their rug.

In the Living Room more than 100,000 sofa shape and fabric combinations can be played with on its Any Sofa Any Fabric interactive.

“A visual and immersive experience”

John Lewis buying director of home, Christine Kasoulis, says that the new design offers customers a “visual and immersive experience” and allows them to “access the newest trends and products in home design, and exclusive brands and design collections.”

The design will inform the design of other John Lewis home departments around the country.