Oxford's Marks & Spencer store is receiving a £2m cash injection, creating 50 new jobs, as part of a push to revive the flagging fortunes of the parent company.
Customers can already enjoy a relaxing break from shopping in the new 80-seater Cafe Revive.
Now work has started on installing a beauty hall, staffed by a team of specially- trained beauty technicians.
A new collection of clothes designed by former Next boss George Davies is being introduced to tempt back customers who have deserted Marks & Spencer for other high street chains over the past five years.
There will be more sales assistants, improved services and refurbished fitting rooms with a fresh modern look, when work finishes at the store in November.
The company is to spend £500,000 on the new food hall. There are plans for a new bakery and enhanced takeaway.
Store manager Jennie Azizi said: "We are sure our customers will love what we are doing to the store to create an exciting and refreshing shopping experience.
"We have kept disruption to a minimum while the renewal work is taking place and we hope, when customers see the finished results, that the slight inconvenience will have been worth it."
Poor sales at the chain have caused shares to nearly halve in value in the last five years, although they have picked up 20 per cent over the past year alone.
The company is now planning to raise millions of pounds by using its enormous property portfolio as security.
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