Introduction and Conception
The Partnership initially intended to open a John Lewis At Home store in the centre of Exeter, making this the first city centre At Home store. These plans were made public in the Gazette of the 5th November 2010. Although they were the proud owners of a large and booming branch in Cribbs Causeway, the Partnership had not until this point ventured any further into the South West of England. Armed with the new, flexible At Home format, the opportunity had certainly arisen to put this right. A Waitrose in Exeter had laid the foundations for a Partnership conquest of Exeter, and now the chance had arrived for a full-on assault.
Another new concept
The sound idea of an At Home store in Exeter was soon replaced by another, entirely new ambitious plan. John Lewis Exeter was to pioneer and pilot a brand new concept, a bespoke, flexible format shop, effectively bridging the gap between At Home shops and the current department stores.