British department store partnership John Lewis has joined forces with salon and spa operator Regis UK to create a brand new beauty spa concept called &Beauty, which will launch at the retailer’s new multi-million pound Birmingham store when it opens on September 24.

The new retail partnership will strengthen Regis UK’s national salon offering and will address a “shift in consumer behaviour”, noticed by the operator, towards “more people opting for on-the-go hair and beauty solutions to fit in with the demands of everyday life,” according to Jackie Lang – managing director at Regis UK.

“The launch of the new &Beauty concept at John Lewis will provide people with a convenient interlude between shopping, making it easier than ever to enjoy some all-important ‘me-time’,” added Lang.

The partnership will provide John Lewis customers with access to more than 100 hair and beauty treatments, from haircuts, colour services, blow-dries – through to waxing, threading, manicures and microdermabrasion. The new 2,500sq m (26,910sq ft) concept will also offer a relaxation spa area, including four treatment rooms, for guests to enjoy massages, body treatments, facials and pamper packages.

Beauty and spa product lines at the concept store include Crystal Clear, Lira, Pai, Pink Boutique, ishga and OPI. Hair products will include Kerastase, SP, Nioxin, Moroccan Oil and Redken.

Frances Hayter, of Frances Hayter Consulting, spoke exclusively to Spa Opportunities about the project. As a consultant for Regis UK, focusing on the beauty operations aspects of the business, Frances was involved in choosing the professional brands, organising their introduction to the site and designing treatments for the &Beauty concept.

“It was fantastic being part of the great team working on this project,” said Hayter. While it’s not clear if the concept is set to be rolled out on a national scale, Hayter added: “The aim is to focus on the first site [in Birmingham]. There’s every reason this will be a great success, because it’s the result of a collaboration between two great brands: Regis and John Lewis.”