Retailer pleased with performance of its first London department store for 20 years.


In its latest weekly sales report, John Lewis praised the performance of the new outlet, with sales hitting a top 10 ranking for the first five days of trading.

John Lewis has incorporated a number of new concepts into its new full-line department store in Stratford, east London, including a major revamp of its entire furnishing fabrics, linens and furniture floor.

Assistant manager, presentation design concepts Simon Griffiths described the move as "a step change in the presentation of our home offer".

He added: "It supports the merchandise in a contemporary and exciting way. The departments sit logically together and make the most of the adjacencies - a customer buying a bed can now see our linens range."

Instore creative displays and room sets now have more interior design input, while a number of home brands are also exclusive to the Stratford store.

The retailer reported a 3% increase across the chain for the week ended September 17, with electricals and home technology leading the pack with a 7% increase on the same period last year. Sales in the category were boosted by new lines, including the Dyson Hot heater.

Home sales were level with last year. Home accessories and gift performed very strong, said the retailer, giving optimism for the peak Christmas period ahead. Forward orders were also strong in home, as customers' minds turn to autumn and Christmas makeovers.

The retailer is also looking forward to seeing the results of its latest TV ad campaign supporting its Never Knowingly Undersold price promise.

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