Waitrose opened its first Food, Fashion & Home store this morning at its revamped Canary Wharf shop.
The grocer has invested £15m into the 74,000 sq ft store and it is the first to carry a comprehensive range of fashion.
Set over three floors, the shop has food on the ground floor, a cafe and homewares on the second, and fashion on the third floor.
The floor also has a range of sportswear, plus handbags from names such as Longchamp, Osprey and DKNY, plus footwear from brands such as Uggs, Converse and Totes.
The menswear section has been placed with the electronics. Fashion brands include Barkers and Timberland.
Waitrose managing director Mark Price said the grocer is committed to expanding its non-food range although told Retail Week that its focus will always be food, and that only a handful of stores could sustain a full fashion offer. He said he would concentrate mostly on complementary non-food such as cookware.
New innovations on the food floor include a food to go area, an espresso bar, steak and oyster bar, a wine bar with chiller cabinet and revamped deli counters. It has also increased the number of checkouts from 27 to 44.
The Canary Wharf shop, which originally opened in 2002, already has the highest turnover of any Waitrose store, and serves 80,000 customers a week. At the peak lunchtime between 12 and 2pm, it serves 4,000 customers.
The store has also created a new entrance on the canal side of the store, which opens out next to the head office of bank Barclays.