What: Liberty will more than double the square footage of its jewellery department in September, expanding the product range as part of a sequential category investment programme that also relocated gifting to the fourth floor.

Why it is important: As department stores globally reassess the role of physical space, Liberty's sequential destination strategy — fabrics, beauty, jewellery — demonstrates that category depth and editorial curation can sustain footfall where broad assortment alone cannot.

Liberty is set to open its expanded jewellery department in September, more than doubling the current floor space and broadening its product range. The move follows the July 2026 opening of a redesigned dressmaking fabrics department — itself 140% larger than before, at 4,630 sq ft — and is accompanied by the creation of a dedicated gifting destination on the fourth floor, consolidating stationery, books, and general gifting products into a single space to free up room for the category expansions.

A senior source confirmed the jewellery project is next in a deliberate sequencing of investment: double the footprint, enlarge the offer. Managing director Lydia King has framed each expansion in terms of destination-building — the fabrics department was positioned as "London's first fabrics destination" — with the underlying logic that new space and anticipation around launches translate commercial momentum across categories.

IADS Notes: Liberty's jewellery expansion is the latest move in a category-by-category investment programme that has been reshaping its flagship floor plan throughout 2025–2026. The July 2026 fabrics overhaul — which more than doubled the department to 4,630 sq ft and positioned it as a craft and maker destination — established the template now applied to jewellery (Fashion Network, July 2026). The same destination logic was at work when Liberty converted its former chocolate shop into The Beauty Studio in late 2025, using exclusive brand partnerships and immersive services to turn floor space into a reason to visit (BeautyInc, October 2025). Both moves sit within the strategic mandate that came with Lydia King's appointment as Managing Director, Retail in January 2026 — unifying Liberty's approach to curation and craftsmanship while accelerating its transformation into a multi-category destination store (WWD, January 2026).

Liberty to open expanded jewellery department in September