John Lewis’s plan to boost its menswear offer has taken a major step forward with the opening of its revamped Oxford Street London flagship’s menswear department. The 20,000 sq ft space has been completely made-over by John Lewis’s in-house retail design team, “reflecting a modern, calming aesthetic”.  It includes a VIP area called The Speak Easy, a clubhouse space that, in line with its name, is accessible via a concealed doorway hidden behind some display shelves. There’s also a 1,000 sq ft event space called The Pitch that will host workshops and other happenings. The plan for the floor was announced a few months ago when the company said that it was making “its most significant investment in menswear to date.” This included two “completely transformed own-brands” (John Lewis & Partners and Kin) and the new experiential flagship experience for Oxford Street. The new Speak Easy space sums this up with comfortable seating and even a bar. It’s described as “the world’s smallest clubhouse” and customers can book what the retailer has dubbed the Ultimate Menswear Experience, a two-hour personal styling session, hosted there. During the session, the firm’s Style Advisors can advise on everything from tailoring to weekend-wear.
The bookable VIP session costs £75 upfront but ultimately only costs £25 as the other £50 can be redeemed against a purchase. And that session doesn’t have to be fashion-only but can also look at grooming products and fragrance. The grooming-focused VIP customer could also book services such a brow shaping, a facial or manicures within The Speak Easy space.