Retailers Put Stores at the Heart of Christmas

Selfridges builds festive experiences

Selfridges has launched its “Christmas and the City” campaign across its London, Manchester and Birmingham stores, as well as online.

The campaign includes 12 Oxford Street window displays inspired by cities including Mexico City, Lagos, New York, Tokyo, Copenhagen and Paris.

Alongside Santa, new characters including Bellhops and Showgirls will guide customers through in-store experiences. They wear costumes created by long-time collaborator Max Allen.

In London, the retailer has opened a New York-inspired Downtown Café featuring a subway carriage dining area. From 1 December, a Snow Show will run in London, Birmingham and Manchester Exchange Square stores. A Ralph’s Coffee pop-up and a Disney experience inspired by Home Alone are also part of the offer.

John Lewis expands RIXO reach

John Lewis has launched a 44-piece RIXO fashion collection in all 30 of its full-line stores and online.

The partnership gives shoppers across England, Scotland and Wales the chance to see and try RIXO products in person. Previously, the brand’s UK stores were limited to standalone boutiques in London and Bicester.

The collection includes a floral design taken from an 1849 textile held in The John Lewis Partnership Archive. It is the first time an archive print has been used in a John Lewis fashion collaboration.

Earlier this month, John Lewis also launched a 32-piece menswear collection with Clothsurgeon, available online and in five stores.

Home retailers add new locations

Oak Furnitureland has opened a 12,500 sq ft showroom at Riverside Retail Park in Northampton. The opening takes its store network to 70 locations.

The showroom uses fully styled room sets to showcase products across living, dining, bedroom and home office categories. Seven local jobs have been created.

Poltronesofà has opened a new store at Wessex Gate Retail Park in Poole. The store displays 84 sofa ranges and more than 200 colours, fabrics and leathers.

The opening has created seven jobs, and recruitment is continuing for five home adviser roles.

Lindt grows UK store estate

Lindt is set to open its 31st UK shop on Buchanan Street in Glasgow.

The 2,152 sq ft boutique will be the brand’s third store in Scotland. Features include a Pick & Mix range with more than 30 varieties, an in-store Chocolate Bar and personalised gifts that are only available in store.

Retailers behind these openings and launches say stores remain important because they allow customers to experience products in person, discover something new and spend time with the brand.

What RHR thinks

We believe this week’s news shows a clear change in the role of stores. They are no longer just places to buy products. Increasingly, they help brands express who they are through entertainment, food, experiences and the chance to see and try products before purchase. We expect more partnerships like the one between John Lewis and RIXO, where smaller or digitally focused brands use a national retailer’s store network to reach more customers while retailers gain exclusive products. In homewares and gifting, showrooms and boutiques are being designed to inspire customers rather than simply display products. We believe the retailers that succeed this Christmas will be those that give people a reason to visit.

What this means for hiring. Store, customer service and specialist sales roles could benefit from new openings at Oak Furnitureland, Poltronesofà and Lindt. Retailers are also investing in experiential in-store activity, which may increase demand for customer-facing teams that help deliver these experiences.