Following its successful launch into the London Oxford Street store in 2023, OXO has extended its shop-in-shop concepts into six new John Lewis stores.
The shop-in-shop concepts are now installed in John Lewis stores in High Wycombe, Bluewater, Kingston, Southampton, Welwyn Garden City and White City. The new installations are smaller, more compact fixtures than the Oxford Street version, allowing OXO to test and learn from different formats for retailers who have less space available.
OXO’s new installations have been created off the back of a successful trial in the retailer’s flagship Oxford Street store. Max Viale-Sole, sales manager for UK and Ireland at OXO, expanded: “The Oxford Street concept has been really successful for a couple of reasons. Firstly it’s driven sales, but it’s done that not just by volume, but also through multiple purchase, so the average basket size has grown.
“Secondly we’ve seen people trade into different products, depending what we’re showing on top of the units. We’ve put ‘glorifiers’, which talk about the product on top, and because that’s really visible, people are engaging with it. Whenever we’ve changed those around, we’ve seen sales fluctuate for those specific SKUs.”
The OXO team has also provided comprehensive training with all John Lewis product coaches with virtual and in-person sessions, as well as follow-up training for new season lines.
Max continued: “We’re booking in sessions with each of the six new stores with the new fixture to explain why we are doing it and how it works. John Lewis partners have been really receptive to having the brand featurisation and are pleased with the store installations.”
Going forward there are plans to roll out the concept to independent partners, with one instalment planned with Selbys, part of the Morleys Group, later this year. Max commented: “We’ve already installed one into Camp Hopson and that’s performing really well – they are seeing double digit growth over the last 33 weeks since the installation of the fixture. So it’s a really really strong performance, which is why we’re now getting more uptake from the group.
“We’re in discussions with a range of other retailers, so I’m hoping you’ll see a lot more from us next year. John Lewis was very much a lighthouse retailer for us to start conversations.”
