The Grand Opening of John Lewis Solihull

The commanding front entrance of John Lewis Solihull

Amazing

A mini guide for shoppers, of the Partnership’s latest department store

‘John Lewis Solihull’ opened its doors on Wednesday 5th September 2001. 60,000 piled through the doors, many were amazed at what they saw. To raise the profile of the Partnership in an area previously unrepresented, a publicity campaign was mounted, including a ‘door-drop’ of advertising material, which reached 358,000 homes. The sheer amount of people through the doors was testament to not only the quality of the campaign, but also to the ease in which the branch nestled into Solihull’s urban consciousness.

New Opportunities

Like many grand openings before it, one of the greatest successes was the ‘Place To Eat’ cafe. Seating up to 300 hungry customers and offering a wide range of delights, the place was packed within minutes! As the centre-piece of the Touchwood Shopping centre, the John Lewis Partnership was once again responsible for reshaping and modernising Solihull Town Centre, therefore securing a successful future for the town and the West Midlands. If the Partnership needed it, this was undoubted proof that it could operate from an area it which it was previously absent. This opened up a raft of future opportunities and future store locations and meant that complete nationwide coverage could become a realistic target.