The family-owned department store has teamed up with independent British brand Barker and Stonehouse to offer a range of upholstery, dining and bedroom pieces.

A Jarrolds spokesman said: "The concept store approach allows us to introduce new partnerships and retail ideas within the department store, giving customers something fresh to discover, while maintaining the character and personality that has defined the business for more than 250 years."

Barker and Stonehouse has a history of its business in the store (Image: Newsquest)

Some of the brands on offer at the new store include English Heritage, Orla Kiely and Pure Home.

Barker and Stonehouse was founded in Teeside in 1946 and has 15 outlets across the UK.

The brand will be celebrating its 80th anniversary on May 29.

To mark the milestone, the store will be offering 19.46pc discounts on its products that day.

The store includes a variety of pieces for customers to choose from (Image: Newsquest)

The manager for the store in Jarrolds said: "Since moving in, we've had a really positive response and customers have appreciated the changes.

"There are a lot of variations of the furniture and we are trying to pull in a different market."

Furniture is also arranged as it might be in customers' homes for inspiration (Image: Newsquest)

James Barker, managing director at Barker and Stonehouse, said: "We share a very similar ethos with Jarrolds, so it is a great opportunity for both parties to combine our expertise."

Barker and Stonehouse is not the only company recently taking up space in Jarrolds.

Earlier this year, Vintage Apparel, which opened on St Giles Street in 2022, launched its first concession stand in the Jarrolds department store at the end of 2024.

In February this year, it then moved to a spot twice the size, between the lifts and Reiss menswear on the ground floor.

The business is preparing for its spring preview launch (Image: Newsquest)

Owners Myles Oakley and Sarah Perry offer men's and women's clothing from labels such as Ralph Lauren, Carhartt, Paragonia, the North Face and Harley Davidson.

© Norwich Evening News