John Lewis has today opened its second “at home” store in Croydon, Surrey.

The outlets – the first opened in Poole, Dorset, last October - focus exclusively on electronics, home technology, homeware, furniture and furnishing accessories and the first.

Two more John Lewis at home stores are due to open in autumn in Swindon and Tunbridge Wells.

“We'll continue to trial our 'John Lewis at home' format in 2010, as we believe that with this new, accessible format there is a really strong opportunity to grow our business in the home and electricals sector and offer them to a wider customer base,” said John Lewis head of format development Tim Harrison.

The new outlet in Croydon’s Purley Way spans 40,000sq ft and includes a café. Computer kiosks in the branch allow shoppers to browse the wider John Lewis range including fashion, beauty and nursery which can be ordered for home delivery or next day collection at the shop.

John Lewis reckons there are at least 30 locations around the UK that could support an “at home” outlet.