Department store chain opened the doors of its second 'at home' format store on the Purley Way store at 10am.
The 40,000sq ft store focuses exclusively on furniture, furnishing accessories, homewares, electronics and home technology and even features an Apple department.

A central section of the store will be used as a seasonal department, which will house a Christmas shop in the coming months, while customers will also benefit from a café, internet terminals to access the John Lewis website and a collection point.

Following the successful opening of the first John Lewis at home in Poole last October, the chain believes there are between 30 and 50 locations across the UK, which could support an 'at home' outlet and bring the brand closer to its customers.

An additional two 'at home' shops are scheduled to open in Tunbridge Wells and Swindon at the end of October. This will take the number of outlets to four and extend the entire John Lewis chain to 32.

John Lewis head of format development Tim Harrison, who came up with the new concept explained: "We are thrilled to be opening in Croydon today. The assortment is varied and extensive enough to furnish every room in the house and, like our full line department stores, John Lewis at home offers a differentiated service, inspiring products and great value."

He added: "John Lewis at home in Poole has proved that a smaller format works and has been very well received by customers for its convenient access and shopping ease. Our Croydon shop was completed in less than six months and to do this in such a short period of time demonstrates that John Lewis has the ability to move at pace with our 'at home' format."