John Lewis has announced plans to open ten smaller-format stores to expand its presence in more locations across the UK.
The new format will offer a full John Lewis assortment, tailored to each individual location and focusing on homewares, fashion and electricals, with the first store to open in Exeter in 2012.

The retailer says it has already identified at least ten locations which could support the new stores, which will average 65,000 to 100,000sq ft. On average, John Lewis major department stores have a selling space of 132,000sq ft, while the 'at home' formats have approximately 40,000sq ft.

Managing director Andy Street said: "There is a huge potential, and a clear demand from customers, for John Lewis to expand into more key locations in the UK. This new flexible approach to the size of our shops allows us to forge ahead with our growth plans to introduce John Lewis branches and our full-line assortment to cities and towns where we have long wanted to have a presence."

He added: "John Lewis is committed to continuing to invest in 'bricks and mortar', particularly as we know that new shops stimulate our brand presence and online sales in areas where we trade."

The new Exeter store will create 300 new jobs for the area, with similar numbers to be recruited at each of the ten identified locations going forward.

John Lewis had originally announced plans to open an 'at home' store in Exeter, but has negotiated with Land Securities, which owns the Sidwell Street site, to release more space for a smaller-format department store.

The retailer says it in on track to open three more shops this year, including John Lewis Stratford City in September, and two 'at home' shops in Chester and Tamworth.