Customers Given a Taste as John Lewis Opens Pop-up Shop Prior to New Store Opening

Posted on 21 August, 2012 by MOVEHUT

John Lewis is planning to open a pop-up shop in Exeter to give customers a taste of what to expect when their new department stores opens its doors later this year.

The pop-up shop will open on 3 September on Exeter High Street for the duration of six weeks and will cease trading just before the brand new John Lewis store, which is a first for the city, opens its doors to the public on 12 October.

The pop-up shop which is made from chipboard and galvanized steel is approximately 1200 sq. ft. and will feature beauty, fashion, home and electronic products. As well as products selling all over the UK, Exeter will also be the first to see new additions of lines that will be rolled out to all John Lewis commercial properties eventually. New womensware by Alice Temperley will be showcased, as well a brand new range of affordable home ware products.

Speaking of why John Lewis chose to have a pop-up shop prior to the launch of its official department store, John Lewis Brand and Buying Director, Peter Ruis said: “This way of launching a new shop really engages with the local community, whilst at the same time goes back to the basics of retailing – finding a site, choosing an edited assortment and presenting it to customers in a creative and unique way.”

The actual John Lewis commercial property is a newly designed flexible format shop layout. Usually John Lewis stores measure around 155,000 sq. ft., but the store in Exeter is only 65,000 sq. ft. To utilise the space they have available, the store will be fitted with 906 merchandising boxes across four floors, which will show one product from a whole range. But if people would like to buy products that they cannot see in the shop; they can reserve them online from over 200,000 products and collect them the next day.

Speaking of the new shop and click and collect process, Gavin Smith, Retail Implementation Manager said: “The whole shop is a new concept. Every assortment will be represented, but not in its full width on shelf; for example, one plate of each design will be displayed, with the rest of the range available to order online from a terminal nearby.”

Do you think a pop-up shop is a good way to show customers what to expect for a new store opening? Or do you think people already know what to expect from John Lewis?

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