Next has opened its first department store incorporating its beauty, home and fashion offers under one roof.

The store covers 94,478 sq ft across three floors in the Atria shopping centre in Watford.

It is the first of Next’s department store formats as it moves to combine its various categories and brands into one store. The retailer relocated its existing fashion store to the site of its Next Beauty & Home store.

It also houses a Mamas and Papas concession, selling the baby brand’s products in a 1,270 sq ft on the mezzanine level.

Victoria’s Secret, which Next operates a joint venture with in the UK, has also opened a 4,500 sq ft store next door in the centre.

The two shops are linked inside, as well as having their own separate entrances.

Next will open its second department store in the Manchester Trafford Centre later this year.

Steve Gray, head of European retail asset management at Global Mutual, which owns Atria, said: “We’re delighted to see Next and Victoria’s Secret welcome their first shoppers. Both have been eagerly anticipated.

“Next’s combined store is a UK first – which is hugely exciting – and the unit will now also incorporate Mamas & Papas, a brand much loved by our visitors. We’re currently seeing more and more retailers making use of concessions to diversify their offer and drive footfall – a trend we expect to persist.

“We look forward to working closely with our new additions and are confident that they will thrive here at Atria Watford – where healthy footfall, a compelling leisure offering and a strong existing tenant mix act as a combination for success.”