John Lewis is making bold investments in its Home brand to reinforce its unique position as a lifestyle leader and expert on everyday home products.
This month the retailer is launching a new, glossy home publication called ‘Foundation’ which will be published bi-annually. The inaugural issue will be posted to over 250,000 customers including My John Lewis members.
The launch of the publication coincides with John Lewis’s spring home marketing campaign ‘One thing can make the room’; which is the biggest home campaign the retailer has run since 2021. The campaign centres on the idea that whether it’s a statement sofa, a sculptural lamp, or the perfect bed, one thing can make the room, and showcases exclusive, hero products from John Lewis’s spring/summer collections.
In another move to highlight John Lewis’s in-house design expertise the retailer will work with the winner of this year’s BBC Interior Design Masters TV competition, which starts this evening. The winner will have the opportunity to design their very own homeware collection in collaboration with the much-loved retailer’s talented 23 strong, in-house UK based design team led by new head of design, David Barrett.
Rosie Hanley, John Lewis brand director said: “We hold a unique position in the UK home market. Over one third of the UK population shop with John Lewis, and last year home customers grew by 11%. We’re trusted for our quality, service and unrivalled range of home products. The investment we’re making in our brand this spring is to inspire our customers with our style.
“Printed publications that you want to keep and display are having a revival, so our new publication is a great way to showcase our incredible home products and reinforce our authority as a style leader in the home space.”
This spring John Lewis is adding 30 new brands to its Home offer including Harlequin x Henry Holland, West Elm and By Hope; as well as a collaboration with iconic British design house Sanderson.
