JOHN Lewis has unveiled the brand name of its pioneering £6m store in Poole – the first of its kind in the country.

The new branch, set to open at the Poole Commerce Centre at Branksome in October, will trade under the name “John Lewis at home”.

It will be the high street giant’s first new-format shop, but some 30 such specialist stores could be rolled out across the country if it proves a success.

The store, which will provide 100 jobs, will be a third of the size of a typical John Lewis department store, and focus exclusively on goods for the home including electrical and home technology, furniture, linens, cookware, gifts and haberdashery.

There will be some 45,000sq ft of selling space as well as a café, and customer collection and gift list services.

A spokesman for John Lewis, which currently has 27 outlets stocking more than 350,000 separate lines, said their research had shown demand for smaller format shops to give customers “more convenient access” to their products.

Tim Harrison, head of format development, said the aim was to create a “comfortable, relaxed environment”.

He added: “ ‘John Lewis at home’ will provide a sanctuary for our customers who can enjoy our exceptional service, inspiring products and great value.”

John Lewis announced it would be moving into the former Courts building at the Poole Commerce Centre earlier this month.

It follows a multimillion pound revamp of the retail park by site owners Land Securities, which has brought in a host of big names.

Boots, Mothercare and Pets at Home are also scheduled to open new stores there in the autumn, and a luxury gym is due for completion by the end of the year.