John Lewis unveils new "experiential" showroom in Leicester

John Lewis has expanded its flagship store in Highcross shopping centre with a new experiential showroom featuring its ANYDAY own brand range.

The new showroom space will allow the department store to build brand awareness and showcase its newest affordable range. Shoppers can make a purchase within the nearby John Lewis store, located a few metres away on the second floor.

Designed in house by John Lewis, ANYDAY comprises homewares, technology and clothing.The collection is priced on average 20% lower than John Lewis’ current own-brand items.

The move comes after John Lewis expanded the range to include menswear, womenswear and childrenswear in September following its debut launch in April featuring home, technology and nursery items.

“ANYDAY continues to be a stepchange for us, modernising John Lewis, bringing inspiration and quality to a wider audience," said John Lewis executive director Pippa Wicks.

“Sales and customer feedback since our spring launch has been brilliant, our customers have described it as modern, vibrant, inclusive and accessible.”