Stylists, baristas and photographers to give Waitrose and John Lewis customers a taste of the future

Tuesday 19 November 2019

Lincoln shop trial to give shoppers more access to the products, services and Partner skills of the John Lewis Partnership as part of plans to bring the two brands closer together.

  • Paid-for Partner-led events and a new tailored John Lewis offer introduced for the first time, including the first ever Partnership Service Desk in a Waitrose store
  • New concept has potential to be rolled out to 50 Waitrose shops

Fashion and style talks, calligraphy classes, barista workshops and photography courses are not what you might expect to find at your local supermarket, but they are among a series of new Partner-led experiences* that could be available in the future to Waitrose & Partners’ customers.

The supermarket’s Lincoln** shop has started trialing new concepts designed to give shoppers greater access to the products, services and Partner skills of The John Lewis Partnership. It forms part of the business’ plans to combine the strength of its two brands. 

For the first time, customers will be able to choose from a series of paid-for events for up to 20 people where employees from around the business take center stage to share their expertise in-store. A new community room*** has been installed at the store to host these events.

The shop will also offer a tailored range of more than 1,600 John Lewis products including, gifting, home making, kitchen gadgets, cookware, dining and seasonal lines. 

These will be available through integrated displays around the store alongside relevant Waitrose lines, as well as in a dedicated John Lewis area. This will include a new Partnership Service Desk at which customers will be able to book free and paid-for events, as well as make service bookings (e.g. food made to order) and pick up their click and collect orders. 

A second trial will launch at Waitrose & Partners Lymington** on 29 November on a smaller scale to see how the format and experiences might be adapted for smaller shops within the retailer’s estate. The shop will provide around a selection of  750 John Lewis lines as well as the new service desk.  

If the trial is successful, the retailer has identified up to 50 shops which have the space required to potentially introduce varying scales of the concept. 

Simon Burdess, director of customer experience for Waitrose & Partners, said: “Our ambition is to bring both the John Lewis and Waitrose brands together to drive a stronger combined proposition for our customers and give shoppers even more reasons to visit our shops. The trial has huge potential to elevate the Partnership offer and our Partner expertise to change how both Waitrose and our customers see visits to the supermarket in the future.”

Separately, Waitrose & Partners Lincoln has undergone a major makeover, which includes a new look cafe, new fresh service counters, including meat, fish, cheese and deli, as well as a new bakery.  



*Events available:

  • Customers can book now online and in-store. 
  • Lincoln events include wine and gin tastings with a Waitrose & Partners’ drinks specialists and  festive bouquet and wreath making course with Lincoln Partners
  • Lymington events include creating the perfect Christmas cheese board and wine tasting events
  • Photography and calligraphy courses are being trialled the supermarket’s Leckford Farm Estate in Hampshire 
  • Wine tastings can be booked for Waitrose & Partners Chester. 
  • More events are expected to be announced in the new year with the potential for fashion and style talks with John Lewis personal stylists, brand takeovers, as well as horticultural and craft workshops among those options being explored. 

**Waitrose & Partners Lincoln has a total sales area of 36,527 sq ft and Waitrose & Partners Lymington has a total sales area of 26,394sq ft.  

***Local charities and not-for-profit groups will also be able to use the room free of charge. 


Waitrose & Partners

James Armstrong

Partner & Corporate Communications Manager
Tel: 01344 824657
Mobile: 07764 676 880