John Lewis is opening a VIP lounge in its Oxford Street flagship, a members-only space offering complimentary drinks and massages as the retailer steps up efforts to draw shoppers back to its physical estate.

The John Lewis Lounge, which opens on Tuesday, will be available to members of the My John Lewis loyalty scheme and is being trialled through the Christmas period. Guests will be welcomed with a glass of sparkling wine or a hot drink, and offered hand and arm massages alongside Waitrose chocolates and nibbles from Benugo. The lounge will accommodate up to 30 customers an hour, with members able to book in advance or walk in if capacity allows, and bring up to two guests.

Rosie Hanley, brand director at John Lewis, said: “Our new John Lewis Lounge is about rewarding loyalty with a premium experience. This trial is a perfect example of our wider strategy investing in our stores to offer unique, service-led experiences that our customers can’t get anywhere else.” The company describes the space as a “VIP retreat or third space,” and “a moment of serenity” for members to rest and recharge.

The move comes as the John Lewis Partnership increases investment in store refurbishments and service-led propositions to differentiate its offer. The group has said it is spending about £800m on department store upgrades and recruiting more shop-floor staff, while also refreshing Waitrose supermarkets. Earlier this year, John Lewis added a Jamie Oliver cookery school and cafe to the Oxford Street site as part of its push to create reasons to visit.

Executives have framed the lounge as part of a broader plan to rebuild footfall and deepen engagement with loyal shoppers. Peter Ruis, executive director of John Lewis, said the company wanted to give “even more reasons to shop in our brilliant stores.”

The retailer reported that My John Lewis membership has grown by 13 per cent over the past year to 3.8 million people, reflecting a surge in sign-ups reported by the company. In September, John Lewis said it expected the “macroeconomic environment to remain challenging,” but indicated it would step up investment to be “positioned to deliver full-year profit growth.” The group reported first-half losses of £88 million, nearly tripling year on year, while reiterating that it traditionally makes all its profit in the second half, which includes Christmas. Its annual Christmas advert is typically unveiled in early November.

John Lewis will assess the lounge trial’s performance across the peak trading period as it continues to refine in-store experiences and loyalty offers.

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