The retailer, owned by its 76,500 staff, or partners, said the new stores will offer a full range of John Lewis products, tailored for individual locations and complemented by the firm’s Internet operation.

The shops will average 65,000 to 100,000 square feet of selling space. That is smaller than the 132,000 square feet average of a major John Lewis department store, but larger than the 40,000 square feet average of the ‘at home’ format launched in 2009.

John Lewis, which currently trades from 28 major department stores and four ‘at home’ stores, said the new format stores will open in locations that had not previously been considered suitable for a large store.

The first one is slated to open in Exeter, south west England, next year, creating 300 jobs. At least a further nine locations have been identified although no timetable has been specified.

“There is a huge potential, and a clear demand from customers, for John Lewis to expand into more key locations in the UK,” said managing director Andy Street.

John Lewis, which also owns the 253-store Waitrose supermarket chain, added that it was on track to open three stores this year — John Lewis Stratford City in September and John Lewis ‘at home’ shops in Chester and Tamworth.

In March the firm posted a 20 percent rise in full-year profit, helped by its strength among affluent consumers who coped better than lower income groups in the economic downturn.