John Lewis will launch the blueprint for a more “fashion-centric” womenswear floor next autumn.
The department store chain will overhaul its womenswear department at Bluewater in Kent and put the new look into its store in Cardiff’s St David’s 2 development, which will open next autumn.
The new-look womenswear department, created by design agency Dalziel & Pow, will split the offer into distinct areas, each with its own signature design features and colours.
They include a contemporary area for the likes of Reiss and Whistles, a designer area for brands such as Nicole Farhi, a classic area for brands such as Paul Costelloe and Jaeger, and a casual and denim area for denim brands and lifestyle labels such as Fat Face.
The redesign will feature brand logos but will eschew the heavily branded shopfits of John Lewis’s rivals to create a more unified look.
Fashion buying director Peter Ruis said: “This is all about driving our fashion offer and making the store more fashion relevant. We’ve built up some great brands and need to show them off.”
The revamp will see John Lewis’s walkway layout and cream floor ditched for a central atrium and glass screens.