Following a £10 million transformation of its Llantrisant store, Will McGill speaks to Buying & Merchandising Director Jo Littlejohn about redefining the in-store experience and what it takes to create a true retail destination today.

Leekes Llantrisant has long been a cornerstone of Welsh retail, but following a £10 million transformation, the store is entering a new chapter. At the heart of the redevelopment is a clear focus on what it means to create a modern retail destination, one that reflects how customers shop today.

Set in the historic market town of Llantrisant in South Wales, an area with roots in trade and craftsmanship stretching back centuries, the store has evolved alongside its customers for nearly 50 years. While the retail landscape has shifted significantly over that time, Leekes’ presence reflects a continued commitment to bricks-and-mortar, and to investing in its future.

Committing to a £10 million, multi-phase redevelopment is no small decision, particularly in today’s fast-changing retail environment. For Leekes, however, the investment was driven by long-term confidence, both in Llantrisant’s role as a flagship store and in the ongoing relevance of physical retail. 

“The key driver was confidence in Llantrisant as our flagship destination,” says Jo Littlejohn, Buying & Merchandising Director. “It has served our customers for nearly 50 years, and we felt strongly that if physical retail is going to remain relevant, it has to evolve meaningfully rather than incrementally.”

That idea of meaningful evolution sits at the heart of the project. Rather than approaching the redevelopment as a series of small updates, Leekes has reimagined the store more holistically, with a clear focus on future-proofing the space and improving the overall customer journey. 

“This investment was about ensuring the environment reflects the quality and breadth of the brands and services we offer,” she says. “It also reflects our commitment to the local area, our colleagues and the long-term future of bricks-and-mortar retail.”

As the project has progressed, the redevelopment has continued to evolve. Each phase has offered new insights into how customers move through the store, how they interact with different categories and where stronger connections between departments can be made. “That’s allowed later stages to be refined,” says Littlejohn, “so the overall result feels more intuitive, more contemporary and better aligned with how people shop today.”

This adaptability has also allowed Leekes to respond to shifts in demand. Clothing, for example, has become an increasingly significant category, creating opportunities to expand complementary accessories nearby. By bringing together products such as bags, scarves, belts and jewellery, the store is better able to reflect how customers naturally shop across categories.

When it comes to measuring success, traditional metrics such as footfall and sales performance remain important, but they are far from the only indicators. “It’s a combination,” says Ms  Littlejohn. “Footfall matters, but so does how customers move through the space, how long they stay and whether they’re discovering more categories.” Dwell time has become particularly significant, reflecting a growing desire among customers for spaces where they can browse and explore. “Since launch, dwell time has risen significantly,” she notes, “and we’ve seen that reflected in increased restaurant sales, which shows customers are spending longer in the store overall.”

Customer first approach 

At the core of the redevelopment is a simple but powerful idea: designing the store around the customer. Rather than starting with the physical space, Leekes began by analysing how customers actually shop, where they pause, what inspires them and which product adjacencies feel most natural. “Customers told us they want home categories arranged in a way that reflects how they think about their homes,” says Ms Littlejohn, “rather than traditional retail layouts.”

This insight has shaped the layout of the home departments, where related categories are now grouped more intuitively. Textile brands such as Orla Kiely and Laura Ashley are positioned alongside bedroom and bathroom products, while kitchen and lifestyle names including Joseph Joseph and Robert Welch are located nearby. The aim is to make it easier for customers to shop across trusted brands and categories without having to navigate disconnected areas of the store.

Increasingly, customers are shopping not by category, but by project or room. Someone may enter the store looking for kitchen accessories, but also be thinking about lighting, tableware or textiles. To support this behaviour, the retailer has focused on improving the flow between departments and creating stronger cross-category sightlines. Seasonal themes and curated displays help bring these elements together, making it easier for customers to visualise a complete look or solution.

This shift towards more integrated shopping experiences is also evident in the way products are presented. In home styling departments, complementary items are grouped together to create a more cohesive and inspiring environment. Placing lighting alongside pictures and mirrors, for example, allows customers to explore how different elements work together within a space, rather than viewing them in isolation.

At the same time, changes in browsing behaviour are influencing merchandising strategies. “Customers now arrive better informed,” says Ms Littlejohn. “They’ve often browsed online, but they come in looking for validation, inspiration and confidence.” This means merchandising must work harder to capture attention quickly while also making it easy to compare products and understand their value.

 “Customers now arrive better informed. They’ve often browsed online, but they come in looking for validation, inspiration and confidence.” 

Leekes has responded by focusing on strong visual merchandising and regularly refreshed displays, particularly at the front of the store, where cross-department themes showcase seasonal ideas and trends. These displays are designed not only to inspire, but also to encourage customers to explore beyond their original shopping list.

Finding the right balance

Within the housewares category, innovation continues to drive growth. Customers are showing increasing interest in products that support health, wellbeing and sustainability, from PFAS-free cookware to recycled household items and improved recycling solutions. “There’s been a significant increase in customers investing in products that improve daily living while also helping the environment,” Ms Littlejohn notes.

Balancing premium and everyday brands remains a key part of the Leekes proposition. Rather than viewing these as competing offers, the retailer sees them as complementary. Premium brands such as Le Creuset and Robert Welch create aspiration and drive occasion purchasing, while more functional names like Beldray and Addis provide everyday relevance. Categories are structured to include a range of price points, ensuring accessibility while still offering aspirational options.

“We work with our suppliers to make sure customers understand the difference in value,” says Ms Littlejohn. “If something is higher priced, it needs to be clear why.” The store’s layout supports this approach, with branded shop fits from key suppliers including Le Creuset, Robert Welch, Brabantia, OXO and Joseph Joseph helping to showcase product quality and design.

Design-led brands also play an important role in differentiating the Leekes offer. Many of these brands are selectively distributed, meaning customers actively seek them out in-store. “They’re important for driving footfall,” Ms Littlejohn explains, “and they help set us apart from other retailers.”

Another notable aspect of the redevelopment is the integration of fashion and home. By positioning clothing alongside home departments, Leekes has seen increased sales and longer dwell times, reflecting a more lifestyle-driven approach to retail. “Customers don’t shop in silos,” says Ms Littlejohn. “When the environment encourages exploration, they naturally move across categories.”

In today’s retail landscape, creating a compelling in-store experience is more important than ever. While online shopping offers convenience, physical retail has the advantage of offering something more immersive. “Inspiration, reassurance and service are key,” Ms Littlejohn says. “Customers still value being able to see and feel products in person, particularly in home categories.”

This is where sensory retail comes into its own. The weight of a pan, the texture of a fabric or the finish of a product can all influence purchasing decisions in ways that cannot be replicated online. “Those details are often what convert interest into purchase,” she explains.

And for the future?

Looking ahead, the Llantrisant store will continue to evolve. Plans include the introduction of a new in-store coffee shop with outdoor seating, as well as further enhancements to improve the overall customer experience. The learnings from this redevelopment may also be applied to other Leekes locations, although any changes will be tailored to the specific needs of each store’s customer base.

As for the future of housewares retail more broadly, Ms Littlejohn believes customer expectations will continue to rise. “Customers will expect stronger curation, clearer value and more joined-up lifestyle inspiration,” she says. Success will depend on the ability to combine convenience with experience, creating spaces that are both efficient and enjoyable to shop.

After such a significant transformation, it is the overall flow of the store that stands out most. “I love how the store now moves from fashion to home styling,” she reflects. “We really cater to all lifestyle needs, and it’s been great to see customers making the most of that, with longer browsing times and increased engagement.”

At Llantrisant, Leekes has shown that with the right investment, insight and understanding of customer behaviour, physical retail can continue to evolve, not just as a place to shop, but as a destination in its own right. The team has every reason to feel confident about the store’s future success.

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