John Lewis today says it is adding more than 50 new fashion and beauty brands to its department store range this year. In doing so it says it is both following the trend towards more casual clothing and sportswear, and modernising the fashion that it sells.
John Lewis, which sells online and through 42 department stores in the UK, will this year sell high street names including Mango and Fatface and global brands such as New Balance. But many of the new brands that it is adding have emerged online, such as Community Clothing, Baujken, Johnny Urban, Kemi Telford and Honey & Toast. Beauty brands include It Cosmetics, with more brands to be confirmed during the year.
Jo Bennett, head of womenswear at John Lewis, says: "The pandemic has accelerated the casualisation of our wardrobes that was already in the making - great puffer jackets, elevated loungewear and relaxed-fit dresses, have become staples in our everyday dressing. We continue to evolve our fashion offer as our customers’ lifestyles shift and the new brands we are launching have been carefully curated to boost our mood and help us dress for the way we live now.
“Offering great style and a wide range of prices, we are delighted to work with emerging, independent brands, championing them and providing them with access to our nationwide platform. We are excited to share these new brands, many with brilliant sustainable credentials, and are also thrilled to offer our customers the first chance to shop Albaray, a new sustainable brand from some of the team behind Warehouse, boasting modern, effortless style for everyday wear.”
John Lewis is a Elite retailer in RXUK Top500 research.
The full list of its new brands is here.