Would you rent a John Lewis home?

John Lewis recently returned to its roots, resurrecting its ‘never knowingly undersold’ price-matching promise. But it’s hard to imagine how the company, which opened its first store on London’s Oxford Street in 1864, could apply this undertaking to its latest venture. For, not content with supplying the nation with sofas and curtains, lightbulbs and sewing patterns, John Lewis wants to provide the actual homes to put these items into – dipping its corporate toe into the world of ‘build to rent’, or BTR.

The retailer has unveiled plans to construct almost 1,000 rental flats at three company-owned sites – above a Waitrose store in Bromley, south-east London; on a brownfield site in West Ealing, west London; and on a warehouse site in Reading, Berkshire. Katherine Russell, the firm’s director of BTR, confirms that John Lewis eventually wants to own and manage 10,000 rental properties around the country.

The acronym may be new but BTR can be seen as a modern incarnation of the old-fashioned boarding house.