John Lewis is making a bold move to keep up with changing times. The famous British department store is spending a huge £800 million to makeover its stores, hoping to bring back shoppers with fresh and exciting new experiences. The store is betting big on the idea that people still love shopping in physical stores, even though online shopping has become more popular in recent years. So, what exactly are they planning to do with all this money?

New Experiences: From Cooking to High-End Fashion

Imagine walking into a John Lewis store and getting cooking lessons like a pro, or picking up a secondhand Prada handbag. Sounds exciting, right? That’s the vision John Lewis has for its future stores. In their famous Oxford Street location in London, they are testing out these new ideas with a £6.5 million renovation.

One of the biggest attractions is a brand-new Jamie Oliver cooking school, set to open next year. Shoppers can take cooking lessons and even get a chance to cook with Jamie Oliver himself through a fun “golden ticket” competition. It’s like something out of Willy Wonka, but instead of chocolate, it’s cooking! This kind of hands-on experience is just one of the many new things John Lewis is offering.

They’re also diving into the secondhand luxury fashion trend. The store has teamed up with a company called “Sign of the Times” to sell pre-loved designer bags from brands like Prada and Chanel. This move taps into the growing love for sustainable fashion, where people buy secondhand items to reduce waste.

Pampering at Its Best

If cooking and shopping aren’t enough, John Lewis is also focusing on pampering its customers. Fancy spa treatments like microneedling and chemical peels will be available at their new spa rooms. These high-tech beauty treatments don’t come cheap, but they’re perfect for customers looking to spoil themselves.

You can even get body piercings or have your jewelry welded by a luxury brand called Tish Lyon. It’s clear that John Lewis is aiming to become more than just a place to shop for clothes and home goods—it wants to be a destination for unique experiences.

A Shift in Strategy

For a while, John Lewis was trying to move away from retail. The company was experimenting with different ways to make money, like renting out flats and selling home insurance. But now, they’re switching gears and focusing back on their stores. According to Peter Ruis, the head of John Lewis, they weren’t spending enough money on their stores before, but now they’re making up for lost time.

“We all thought after the pandemic that people would only shop online, but that’s not true,” Ruis said. “Customers are coming back to stores, especially younger shoppers.” This is a big deal for the retail industry, which has been trying to figure out how to keep physical stores alive in the age of online shopping.

Bringing Back Old Promises

Another big change is the return of John Lewis’s famous price promise, “Never Knowingly Undersold.” This guarantee, which promises customers they won’t find a lower price elsewhere, had been dropped just a few years ago. But now, it’s back—and it’s already making a big difference. The promise has brought in 90,000 more visitors to the John Lewis website every day!

This price guarantee was a big part of what made John Lewis a trusted brand for many years. Bringing it back shows that the company is listening to what its customers want.

Friendly Rivalry with Marks & Spencer

John Lewis isn’t the only department store making waves. Rival Marks & Spencer (M&S) has also been having a great year. Peter Ruis jokingly compared their rivalry to the famous Blur vs. Oasis showdown during the 90s Britpop era. John Lewis has collaborated with British fashion brand A.W.A.K.E. Mode, while M&S teamed up with designer Bella Freud. Both collaborations have been a hit with customers, sparking friendly competition between the two retailers.

Ruis says, “It’s been a bit of Blur vs. Oasis with M&S and us … but we’re having fun.” This rivalry is pushing both brands to up their game, and that’s good news for shoppers.

A Positive Outlook for the Future

Despite concerns about rising taxes in the UK, Ruis remains optimistic. He points out that shoppers seem to be feeling more positive about the economy. Sales at John Lewis’s Christmas shop are up 18% compared to last year, and bookings for Waitrose’s online deliveries are ahead of schedule.

With inflation finally starting to ease and the possibility of another interest rate cut next month, Ruis believes that shoppers are feeling more confident. “An early Christmas gives us a sense that customers are a lot more optimistic than when inflation was at 10% last year,” he said.

What’s Next for John Lewis?

The makeover at Oxford Street is just the beginning. John Lewis plans to roll out similar changes across its other stores over the next few years. The goal is to turn each store into a unique destination where shoppers can do more than just shop—they can experience cooking classes, luxury fashion, and high-end spa treatments, all under one roof.

It’s a bold move, but John Lewis is confident that investing in their stores is the right thing to do. As Ruis said, “Shops are here to stay.” By offering more than just products, John Lewis is hoping to create a shopping experience that people won’t want to miss.