Dalziel and Pow works on ‘flexible-format’ John Lewis store concept

Dalziel and Pow is working with John Lewis to create a new flexible-format smaller department store concept, with the first set to open in Exeter, Devon, this autumn.

John Lewis Exeter external CGI
John Lewis Exeter external CGI

The new stores will reduce the current average store-size of about of 12 260m²  to 6500m² for the Exeter store, aiming to help the chain reach more customers in more regions, according to Dalziel and Pow. It will also focus on John Lewis’ multi-channel offer.

The consultancy has worked with John Lewis for about ten years on other projects including a Womenswear concept for Cardiff, Oxford Street and Westfield Stratford City stores. It also developed a new Kidswear department for the Oxford Street branch at the end of last year. It was appointed to this project without a pitch towards the end of last year.

The Exeter branch will focus on highlighting the Fashion, Home and Consumer Electronics concepts ‘in an inspiring and contemporary setting’, according to the consultancy.

David Wright, Dalziel and Pow marketing director, says, ‘We’ll be designing the overall concept. The key thing is about highlighting the multi-channel offer and how they can spread their coverage in a smaller format and help them physically reach more customers. Obviously some departments will be changed but it’s all about how they can be put into a smaller space.’

Wright says that following the concept’s debut in Exeter, it is not yet known how many further stores will use it or where these will be located.

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