We must reinvent the great British department store, says new John Lewis boss

THE new boss of John Lewis wants to ‘reinvent’ the department store chain by stocking more of its own brands and enticing shoppers with new services.

Speaking for the first time since taking on the post 12 weeks ago, Paula Nickolds said she wanted more manufacturing brought back to the UK.

The 44-year- old ( pictured) joins as managing director in what she has called a ‘turbulent and challenging’ time for the retail industry.

It made her the first female boss in John Lewis’s 153-year history, and the only woman at the top of a British department store chain.

But the John Lewis lifer, who joined as a graduate trainee in the haberdashery department 23 years ago, said the chain had to work harder than ever to hold on to its loyal customers.

It has already introduced opticians, spas, travel agents and more restaurants, but Nickolds wants to increase exclusive ranges and home brands from 38pc of its stock to 50pc.

And it is planning to introduce services tailored to modern needs, such as training delivery drivers to install electrical appliances, or allowing shoppers to book slots with in-store experts. Staff are also being equipped with mobile phones to stop customers having to wait while they check stock rooms.

‘We need to reinvent the department store,’ she said.

‘We are competing with time people spend in the latest restaurant. Our brand is our secret weapon. We need to offer customers things you can only get from John Lewis.’

This strategy has seen John Lewis introduce its own luxury womenswear brand, Modern Rarity, and last week it launched a denim brand called And/Or.

But Nickolds warned of more job losses this year. Last month the chain said almost 800 will be axed as it buys in more food for restau- rants and cuts back on admin. Nickolds said: ‘Roles will have to change. For some partners that will mean some difficult circumstances.’

John Lewis employs 29,000 people and has 48 stores across the UK – with three more due to open in Oxford, London and Cheltenham.

Online orders are just under 40pc of sales and Nickolds said she expected this proportion to reach 50pc by 2020.

Homeware sales are on track to reach £1bn within two years, but Nickolds has ruled out cutting back on traditional departments – especially haberdashery.

‘We are still a full-line department store – from thimbles to fridges to toasters and tote bags,’ she added.

‘But when you look back in history, the best department stores have reinvented themselves.

‘In the 1950s the challenge was supermarkets and the commoditisation of products. So we did a holi- day home service where we would deliver to your caravan or holiday home on a daily basis.’

She sees Brexit as an ideal opportunity to increase manufacturing in the UK. John Lewis makes 30pc of what it sells in Britain, while the rest is imported.

‘ The biggest consideration is whether the capability exists, but I would like to think we would be manufacturing more in the UK,’ said Nickolds.