The shop’s facelift will include rooftop cocktail bars, pop-up cinemas and a new own-brand fashion label.
The department store chain is set to launch an overhaul in September that will see it open rooftop bars, pop-up cinemas and reveal its biggest ever own-label womenswear range.
It will test out ideas by turning 15 of its existing shops into ‘pilot stores’ where it will experiment with events and classes, personal stylists and front-of-house concierge services.
The major revamp comes as its parent company, John Lewis Partnership, warned profits were expected to hit zero by the middle of its financial year after they plunged 77% to £104m last year.
Paula Nickolds, managing director of John Lewis, said: “It’s a really, really tough time for retail at the moment, and I think that was clear at the strategy update we made last month.”
The Oxford Street shop will also host a cinema in its rooftop bar, The Gardening Society. The retailer already hosts events, including pilates and yoga classes and live music.
John Lewis is considering replicating the success of The Gardening Society by opening one on the roof of its shop in Southampton, which is included in the pilot scheme.
Paula added: “At a time when other retailers might be cutting back, I am determined that we will invest in differentiation and innovation to ensure we take advantage of our unique position.”