Peter Ruis, managing director of John Lewis, said: “Customers increasingly shop around a goal rather than a traditional retail category.
“Whether someone’s training for their first marathon, taking up Hyrox or simply looking to live a healthier lifestyle, they want everything they need in one place.
“Our combination of leading brands, expert partners, nationwide shops and strong digital offer means we’re uniquely placed to support customers across every part of their fitness journey – from finding the right footwear and technical clothing to discovering the latest wearable technology, home fitness and recovery products.”
What will the new John Lewis sports departments contain?
The refreshed stores will showcase sportswear, footwear, recovery tools and wearable technology.
John Lewis aims to bring these together with expert advice and services under one roof—something it believes no other UK retailer currently offers.
The investment has already transformed the sports department in its London Oxford Street site.
It will also fund similar redevelopments in Liverpool and Cheadle, as well as a new department in its Glasgow shop.
Each space will span up to 5,000 sq ft and feature brands such as Nike, Brooks, Patagonia, Garmin, Oura, Whoop, Therabody, Peloton, NordicTrack and Speediance.
Shoppers can also access free gait analysis and other technology to help them find the right footwear and other products.
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The project is part of John Lewis’s wider £800 million investment programme across its 36 UK stores.
Mr Ruis described the relaunch as an “important step” in the retailer’s major store investment plan.
Will you be looking forward to John Lewis’ new sports departments? Let us know in the comments.
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