John Lewis will offer a range of male pampering services for the first time at its Peter Jones store in London.
The five-year,£100 million investment in the 170,000 sq ft (15,795 sq m) Sloane Square store entered its final phase on Tuesday, when the refurbished 50,000 sq ft (4,645 sq m) west section reopened.
Included in the space is a suite of 10 beauty rooms adjoining the store's new menswear department. A chief fashion advisor will also be appointed to head an advice service.
Peter Jones managing director Beverley Aspinall said the range of complementary services, which includes made-to-measure suits and shirts, would tap into the male grooming market.
The ambitious refurbishment marries the Victorian and Art Deco sectors of the shop and has involved taking out a third of the trading space at a time.
The east end of the store is closed at the moment, and the project is expected to be completed in the spring.
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