John Lewis has revealed plans to expand its High Street presence with a new 'flexible department store concept'.
On average, John Lewis department stores have a floor-space of 132,000 square-feet, with 'at home' versions occupying around 40,000 square-feet.
The new stores would be sized somewhere in between, allowing the business to 'consider opening in locations that had not previously been suitable for a large, traditional John Lewis branch.'
The new design will look to leverage the retailer's 'strength as a multi-channel retailer' – instead of being limited to the range of products in-store on that day, a new system will allow customers to browse the entire John Lewis range.
Andy Street, MD of John Lewis, said the firm was: "committed to continuing to invest in 'bricks and mortar'.
"Particularly as we know that new shops stimulate our brand presence and online sales in areas where we trade," he added.
Tim Harrison, head of format development at John Lewis said: "Our new approach will mean that the full John Lewis product assortment will be available to customers in many more towns and cities across the UK."
The first new store to open will be John Lewis Exeter, towards the end of next year. However, Street said that the company was aspiring to have ten opened "by the end of 2012."
John Lewis has 28 department stores and four at home locations throughout the UK.