To boost its offering, John Lewis has changed the design of its children’s section to include more brands and interactive spaces. The novel idea is being implemented at the retailer’s department shops in Oxford Street, Liverpool, and Milton Keynes as a result of its success at John Lewis Horsham.
The area, which is now open at John Lewis Oxford Street, has over 50 new brands in the nursery, clothes, and toy categories. It also contains a reading area and play facilities inside the store to keep kids occupied while their parents shop.
In order to provide young clients with a “interactive and playful” exhibition, John Lewis has also included colourful brand fixtures. The in-store investment comes after the retailer’s recent growth in its children’s apparel line as it strives to capture a larger share of the lucrative ‘tween’ market.
Earlier this year, John Lewis expanded its selection to over 2,100 lines and ten new brands by launching its first own-label “tween” collection for children aged seven to twelve.
Prices for the own-brand collection range from £7 to £38 and are “style-led, heavily referencing the return of 90s trends, with oversized hoodies, logo tees and wide leg cargo trousers in a monochromatic colour scheme.”
The store John Lewis stated that their new strategy for catering to older kids “sets out our ambitions to make sure we are better placed than ever to meet the needs of families as their children grow up.”
Naomi Simcock, Executive Director for John Lewis, said, “We’ve long been the ‘go to’ for new parents, looking for a helping hand at the early stages of their family life. We’re building on this trust with an even bigger and better range, to support children of all ages.”