John Lewis is opening an in-store beauty spa called &Beauty

Clara Guibourg
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The &Beauty spa - decked out in classic John Lewis neutrals (Source: John Lewis)

Have we just hit peak middle class? John Lewis has unveiled plans for an in-store beauty spa. After all, what better way to recuperate after a hard day’s shopping? If you get too exhausted from all your purchases, just book yourself in for a relaxing massage...

It seems simply going to buy things is no longer a fulfilling enough shopping experience: the retailer says customers have been clamouring for a space to “enjoy new experiences and relax with friends and family”.

The beauty spa, called &Beauty, will launch at the retailer’s multi-million pound Birmingham shop on 24 September, and customers will be able to choose between everything from mani-pedis to massages and hair colours.

Paula Nickolds, buying and brand director at John Lewis, said in a statement:

Our existing beauty and spa offers have been really successful and we wanted to find a way to take these to the next level.

We are confident our customers will agree that this is achieved through &Beauty and believe that it will appeal to customers wanting to pop in for a manicure right through to those who want to spend a whole afternoon treating themselves.

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