John Lewis has revealed that the name of its new format home and electricals store will be ‘John Lewis at home’.

The retailer revealed earlier this month that it would debut the format in Poole in October as part of a £6m investment in the initiative which could see it open 30 stores in the UK.

The store will be a third of the size of a full-scale John Lewis department store at 45,000sq ft.

The retailer said in a statement: “The new name reflects the retailer’s core strength of home assortment and is carefully linked to existing branding to capitalise on strong brand heritage and its multi channel business”.

John Lewis head of format development Tim Harrison said, “Our brand ambition is to be the retailer people trust most, love to visit and buy from in a comfortable and relaxed environment. ‘John Lewis at home’ will provide a sanctuary for our customers who can enjoy our exceptional service, inspiring products and great value.”

‘John Lewis at home’, will be located in Land Securities’ Poole Commerce Centre, the edge of town retail park situated on the A35 between Poole and Bournemouth, Dorset.

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