British retailer John Lewis is set to unveil a new boutique shopping space inside its Birmingham location this fall. The concept, set to roll out thereafter to the Liverpool location of the store, is set to introduce a wide variety of contemporary and niche brands to the retailer’s womenswear offerings.
“Found at John Lewis marks a fundamental shift in the way we sell fashion at John Lewis. It will feel fresh and visually authoritative, bringing together a new selection of brands with existing collections in a concise way within a beautiful setting. It will showcase our take on trends in a way that we hope will be desirable and inspirational for our customers coupled with the service and quality they have come to expect from us,” said John Lewis brand and buying director Paula Nickolds. The concept is set to launch in Birmingham with the store opening on September 24 and will include a 4,000 sq ft area of brands such as BZR by Bruuns Bazaar, Des Petits Hauts and Samsøe & Samsøe. Every six weeks, the space will change and evolve as various experiences, installations and brand pop-ups are hosted there. Alongside fashion, Found at John Lewis will also feature technology, homewares and beauty products. “Found at John Lewis will bring together fashion, home and technology products in a way we haven’t done before. Through our customer insight we know our customers want an edited selection of products and they like all parts of their life to reflect their style, extending beyond their clothes to the candles in their homes and the headphones they wear,” adds Nickolds. Technology brands set to be sold at the store include MightyPurse, Frends headphones, Braven speakers and phone cases from Skinny Dip London and Sonix.
The flagship store in Birmingham’s Grand Central will be the first John Lewis to roll out the boutique, and Nickolds is confident that it marks a new era for the retailer. “The concept signals a real change of pace. FOUND at John Lewis will create an effortless boutique shopping experience that is both engaging and unique in terms of product and environment. We hope customers will explore it with a sense and feeling of discovery,” she said.