Fenty Beauty lands at Liverpool John Lewis

Liverpool John Lewis unveils a major refurbishment that expands the Beauty Hall and adds Fenty Beauty as a key partner.

Rihanna backs Liverpool beauty hall boost with Fenty partnership

Liverpool John Lewis has kicked off a multi million pound refurbishment of its Liverpool One store. The Beauty Hall has grown by almost 40 percent to 16,000 square feet and now hosts 132 premium brands, with 23 new or expanded counters. The upgrade is part of a national rollout that will turn stores into immersive beauty discovery destinations backed by heavy investment.

The revamp signals a clear push by John Lewis to blend shopping with experiences. By adding exclusive lines and celeb backed brands, the retailer aims to attract premium beauty shoppers who value curiosity as much as products. The Liverpool project acts as a blueprint for future stores, a bet that big spaces and events can drive footfall in a digital age. But the scale of spending raises questions about return on investment and how investors will view this strategy if growth stalls. If successful, the format could redefine how department stores compete with online and specialist retailers.

Highlights

The beauty hall shift shows how stores try to stay relevant by blending product depth with memorable experiences.