John Lewis is set to introduce a VIP area at its flagship store on Oxford Street in London in an effort to attract customers back to its locations, particularly after facing increased competition from rivals like Marks & Spencer. This new space, named the John Lewis Lounge, will be available to members of its loyalty card program starting Tuesday. This initiative comes on the heels of the company reporting that its losses had nearly tripled to £88 million during the first half of the current year.
The John Lewis Lounge is described as a trial space that will operate until Christmas. It aims to offer customers a complimentary glass of sparkling wine or a hot drink, along with hand and arm massages, chocolates from Waitrose, and snacks provided by the cafe chain Benugo. The retailer characterizes the lounge as a “VIP retreat,” providing an area for relaxation.
Rosie Hanley, the brand director at John Lewis, emphasized that this initiative is designed to reward customer loyalty by providing a premium experience. Members of the My John Lewis program will have the option to book time slots in advance, or walk in if space permits. Each member may bring two guests, with the lounge accommodating up to 30 customers per hour.
This initiative is part of a broader investment strategy by John Lewis Partnership, the parent company of John Lewis and Waitrose, which plans to spend approximately £800 million on refurbishing its department stores and hiring additional staff. The company indicated in its September report that it expected a challenging macroeconomic environment but intended to enhance its store offerings to promote customer attraction.
Additionally, membership for My John Lewis has increased by 13% over the past year, reaching 3.8 million. A future joint loyalty card for both John Lewis and Waitrose is also in the planning stages.
Source: https://www.theguardian.com/business/2025/nov/02/john-lewis-vip-lounge-oxford-street-loyalty-card-holders