John Lewis unveils new beauty hall concept in Liverpool
What: John Lewis revolutionizes its beauty retail concept with a 16,000-square-foot experiential space in Liverpool, replacing traditional counters with interactive zones and expanding its premium brand portfolio by 40%.
Why it is important: This strategic renovation represents a pivotal shift in department store beauty retail, where success depends on creating immersive, digitally integrated spaces that transform traditional shopping into interactive experiences.
John Lewis has unveiled a major transformation of its Liverpool beauty hall, setting a new standard for experiential beauty retail. The extensively renovated space, expanded by almost 40% to 16,000 square feet, represents a fundamental shift from traditional counter-based retail to open, sensory-focused environments. The hall now houses 132 premium brands, including 23 new or expanded counters, and introduces exclusive brands such as Trinny London, Byredo, and Maison Francis Kurkdjian to Liverpool for the first time. This renovation, which includes a new partnership with Rihanna's Fenty Beauty, emphasizes service and social shopping, creating a seamless integration between in-store atmosphere and online convenience. The transformation forms part of John Lewis's GBP 800 million brand investment and reflects the retailer's success in the beauty category, where sales have grown by more than 40% over the past five years. The Liverpool concept will serve as a blueprint for five additional beauty hall transformations planned this year, including locations at Bluewater, Solihull, and Cambridge.
IADS Notes: John Lewis's transformation of its Liverpool beauty hall reflects broader industry trends in luxury beauty retail. According to WWD in October 2024, the retailer's GBP 800 million investment in store renovations, particularly in beauty departments, has already driven 7% growth in beauty sales. This strategic focus aligns with successful models seen elsewhere, as Fashion Network reported in April 2025 that La Samaritaine achieved significant foot traffic through its 3,400-square-metre beauty space. The shift from traditional counter-based layouts to open, sensory spaces mirrors industry-wide changes, with Business of Fashion noting in November 2024 how department stores were revamping beauty counters with modern designs and interactive experiences to compete with specialty retailers. The timing is particularly significant, as Fashion Network reported in March 2025 that Harvey Nichols' closure of its Liverpool Beauty Bazaar demonstrated the increasingly competitive nature of the beauty market. However, Fashion Network's June 2025 coverage of Debenhams' successful beauty showroom concept showed how retailers can effectively combine physical and digital experiences, suggesting that John Lewis's approach to seamless channel integration could prove crucial for success.
