John Lewis's new kidswear concept in Oxford Street flagship

What: John Lewis has revamped its childrenswear department at its Oxford Street store with a new kids trail design concept.

Why it is important: The remodeled department creates an immersive in-store experience that makes the store a destination for parents and children.

The new concept features a monster hunt, reading corner, and an interactive play corner in addition to an expanded range of children's clothes and toys.

Each department is linked together by a colorful path that leads to interactive displays.

The retailer is building on parents' trust with its bigger and better range as well as its immersive in-store experiences.

John Lewis's new kidswear concept in Oxford Street flagship 

John Lewis's new kidswear concept in Oxford Street flagship article