Department store chain John Lewis has initiated the national rollout of its multi-sensory Beauty Halls across the UK, starting with the reopening of its Liverpool Beauty Hall.
Liverpool will serve as the blueprint for the expansion, which features a new collaboration with Rihanna’s Fenty Beauty.
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Fenty founder Rihanna stated: “I am proud to expand our Fenty Beauty brands even further by finally launching at John Lewis in the UK. I look forward to connecting with their amazing beauty community.”
Five additional Beauty Halls are scheduled to be transformed in 2025. This move is part of a broader £800m ($1bn) investment in the John Lewis brand.
The transformation aligns with a growth in the beauty category for John Lewis, which has seen a sales increase of more than 40% since 2020. fThe growth has been instrumental in attracting new customers and increasing the frequency of visits both in-store and online.
The Liverpool store’s Beauty Hall has been expanded by 40% to 16,000ft², and now features 132 premium brands and 23 new or expanded counters. It is introducing exclusive brands such as Trinny London, Byredo and Maison Francis Kurkdjian to the city.
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By GlobalDataThe new Beauty Hall concept is a departure from the traditional counter-based model. It offers vast, sensory environments where customers will be able to explore new brands, receive advice from experts, and engage with products through treatments and consultations.
This service-focused and social shopping approach is designed to integrate the sensory experience of physical stores with the convenience of digital channels.
British Beauty Council CEO Millie Kendall OBE stated: “John Lewis has long been a cornerstone of the British high street, much like hair, health and beauty salons which have consistently had the highest number of retail businesses across UK high streets for the last decade.
“It is exciting to see the retailer investing in its Beauty Halls, something we know today’s consumer is loving – and spending on – more than ever. These nationwide revamps will unlock new experiences for beauty lovers across the UK and support the continued growth of our £30.4bn industry.”
