Introduction

Photo:An artist's impression of the future At Home stores

An artist's impression of the future At Home stores

The At Home concept

By Jonathan Blatchford

A brand new format

On the 6th May 2009, the John Lewis Partnership announced a brand new shop format, the first for twenty years. The first new-style shop was set to open in Poole, Dorset at the end of October.

The new format, to be called John Lewis At Home would be a third of the size of a typical department store, and would focus primarily on Electrical and Home Technology (EHT) and Home products. The initial aim in 2009 was to open up to 30 ‘At Home’ stores across the country.

Quality and convenience

As the economic downtown prevented the construction of any major developments, the advantages of developing a smaller format shop offering convenience and accessibility as well as the distinctive John Lewis mark of quality, had become increasingly prevalent.

The new format opened a wide range of possible sites for the Partnership that would otherwise have been unsuitable, enabling the Partnership to enter some areas for the first time. This evolutionary step forward would help set up the Partnership for the foreseeable future.

This page was added by Jonathan Blatchford on 13/08/2014.

If you're already a registered user of this site, please login using the form on the left-hand side of this page.