THE success of personal shopping for men at Oxford’s John Lewis store has led to the service being expanded.

Before the department store opened at the Westgate Centre in October, 322 employees were all theatre-trained by the Oxford Playhouse team.

The theatre staff ran workshops for staff and focused on breathing techniques, confidence and interacting with people.

The personal shoppers for men service has proved such a success at Westgate that it will now be introduced at eight other stores.

Maggie Porteous, director of shop trade at John Lewis, said many of the services tested at the Oxford store will be expanded at London Westfield, White City, due to open in March. These will include a nail and eyebrow bar and spaces for events such as catwalk shows.

She added: “White City and John Lewis are a destination that customers are really looking for which is a real experience. I think this will be very successful.”

The chain’s first men’s stylist in Oxford accounted for a third of all personal shopping appointments since the Oxford store opened.

A men’s stylist will be among 23 services on offer at the group’s £33m new store at London Westfield in west London, due to open in March.

Events and services will be marketed through a version of the ‘experience desk’ trialled in Oxford, where a concierge helps customers to book appointments.

John Lewis is recruiting 600 people to work in West London and they will all receive acting lessons.