Next will open its first department store bringing together fashion, beauty and home under one roof

Next brings together fashion, beauty and home at Atria Watford
// The next step is to move into a 94,000 square foot store in Atria Watford which brings together its fashion, beauty and home offerings for the first time.
// The store will also have a Victoria’s Secret store, the brand in which Next has a majority stake in the UK.

The next step is to open its first-ever store which brings together its fashion, beauty and home offerings under one roof, creating a department store-style emporium. The store will also have a connection to Victoria’s Secret, the lingerie brand in which Next has a majority stake in the UK.

The retailer will relocate its current Next Beauty & Home Watford Atria store – which was one of its first beauty formats, opened in October 2020 – and open a store almost three times the size at 94,000 square feet in April this year.

The three-story store will have an adjacent 4,500 square foot Victoria’s Secret store, which will be connected to the Next store but will also have a separate entrance. Next acquired a majority stake in the UK branch of Victoria’s Secret in 2020.

The arrival of the megastore comes as Next moves towards a department store model. The retailer, which has a long history of selling fashion and home, has expanded its beauty business and introduced a range of concessions to its larger stores. Its Oxford Street store includes Clarks, Paperchase and Costa Coffee concessions.


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A Next spokesperson said: “We are very pleased to announce plans for our new and improved store at Atria Watford – a location where Next has already thrived for many years. The new unit will bring together all three elements of our offering in one place – fashion, home and beauty – for the first time, for the enjoyment of our Watford shoppers.

Steve Gray, head of retail asset management in Europe at Global Mutual, owner of Atria, said: “Next is a hugely important and long-standing tenant in the center – and so we are really delighted to have them. supported as they reconfigure their offering with us. We know locals and visitors will be incredibly excited about the new store. »

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