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How John Lewis is strengthening its children's offer with a new store concept

Sophie Smith
07 June 2023

John Lewis has introduced a new design concept to its children's department, featuring additional brands and interactive areas to strengthen its offer. 

Following its success at John Lewis Horsham, the new concept is being rolled out at the retailer's Oxford Street, Liverpool and Milton Keynes department stores.

The space, which has now opened at John Lewis Oxford Street, features over 50 new brands across nursery, clothing and toys, as well as a reading corner and in-store play areas to help keep young visitors entertained while shopping with their parents.

John Lewis has also installed vibrant branded fixtures to create an "interactive and playful" showcase for young customers.

John Lewis Oxford Street

John Lewis Oxford Street

The in-store investment follows the recent expansion of the retailer's children's fashion business as it looks for an increasing cut of the lucrative 'tween' market.

Earlier this year, John Lewis launched its first own-label 'tween' collection for seven to 12-year-olds as part of an expansion of over 2,100 lines and 10 new brands.

The own-brand range is “style-led, drawing heavily on the return of 90s trends, with oversized hoodies, logo tees and wide leg cargo trousers in a monochromatic colour scheme”, with prices ranging from £7 to £38.

John Lewis' new focus on older children “sets out our ambitions to make sure we are better placed than ever to meet the needs of families as their children grow up”, the retailer said.

Naomi Simcock, Executive Director for John Lewis, said: “We’ve long been the ‘go to’ for new parents, looking for a helping hand at the early stages of their family life. We’re building on this trust with an even bigger and better range, to support children of all ages.

“This is backed by immersive in-store experiences - from brand partnerships to character appearances - and an expanded nursery advice offer, which we know is loved amongst new parents.”

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