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John Lewis has kickstarted the national rollout of its reimagined Beauty Halls, starting with the reopening of its Liverpool store, following a multi-million-pound investment in physical retail.
The Liverpool store is the first of six Beauty Halls scheduled for transformation this year and will serve as the blueprint for the national expansion, which includes a new partnership with Rihanna’s Fenty Beauty.
The new space, expanded by nearly 40% to 16,000 sq ft, features 132 premium brands and 23 new or enlarged counters, introducing labels such as Trinny London, Byredo and Maison Francis Kurkdjian to the city for the first time.
The programme forms part of an £800m investment in the wider John Lewis brand and coincides with growth in the retailer’s beauty category, which has seen sales rise by more than 40% in the past five years.
Additionally, the new format moves away from the traditional counter-based model, instead offering multi-sensory spaces focused on beauty discovery, services and social shopping.
The national expansion will bring similar transformations to the Bluewater, Solihull, and Cambridge stores before the end of 2025.
Upon completion, John Lewis will offer over 540 beauty counters, almost 70 dedicated treatment rooms, and more than 400 distinct beauty services nationwide.
Vikki Kavanagh, chief commercial officer at John Lewis, stated: “John Lewis is making this commitment because its stores are the physical heartbeat of the brand. While our digital store offers convenience, our physical stores are designed for connection and discovery, ensuring customers receive the full John Lewis experience, however they choose to shop.
“The vision is for the stores to be destinations where people can discover and shop curated collections, learn from an expert, try a new beauty treatment, or meet a friend for lunch. Ultimately, John Lewis aims for everyone who walks through its doors to leave feeling genuinely inspired.”
Rihanna, founder of Fenty, added: “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.”
