Littlewoods is rolling out a new look designed to bring the retail brand up to date.
The company is hoping to boost its sagging image after it was forced last year to make 500 managers redundant .
The design initiative, which follows the testing of similar formats in Littlewoods stores at Croydon, Hull and Oxford, is being introduced to 24 more stores in the 115-outlet chain.
Stores will be refitted with softer lighting, comfortable furnishings and, in stores over 1000 sq m, restaurants and take-away food counters.
Littlewoods tried to sell the chain last year, but chief executive Barry Gibson has since decided to make the retail offer the core element of its business.
The store refurbishment follows the successful trial of a new format designed by consultancy Rodney Fitch & Co.