John Lewis is aiming to become the high street and online destination for customers buying contemporary fashion by bringing in additional cutting edge designers to its branded offer.
The move is part of our strategy to increase the frequency of fashion spend and build its [growing] market share with a younger demographic – particularly among 30s and 40s.
It builds on our strong fashion sales during the last financial year and demonstrates our ambition to dominate the mid-premium market.
Each designer has been selected for their credibility in the fashion world with the aim of bringing real distinctiveness and authority to our style credentials. New additions include Olivia Rubin, renowned for its bold colour combinations, Sister Jane famed for their feminine dresses and (exclusive to JL) Batsheva x Laura Ashley a street style favourite which has already captured the imaginations of fashion editors and influencers.
In a new innovation, some of the new mid premium brands will be grouped together in a new in-store and online boutique concept. This aims to signpost our style conscious customers to a unique collection of emerging contemporary brands that are likely to interest them.
Commercial Director Kathleen Mitchell says, “We have long been the place where brands come to life, whether that is hosting global names or nurturing newcomers. Last year was our biggest year for fashion and we’ve seen a really strong response to Spring Summer – so we believe we are on the right track. Building on this momentum, we look forward to introducing more exciting new brands to our customers this Autumn, cementing us as the style destination for mid-premium fashion on the high street.”
Over the last twelve months, John Lewis has launched 109 new fashion brands across menswear and womenswear, including Soeur, Nobody’s Child, Aubin and Rag & Bone. For Autumn / Winter 2023, 20 more will join to supercharge the overall fashion offering for customers. These all sit alongside our roster of well-loved, mid-premium brands including Albaray, Hush, Whistles and Baujken, underpinned by our in-house designed own brand collections led by design director Queralt Ferrer.
