John Lewis “turbo charges” fashion offering with addition of 20 new brands
John Lewis is “turbo charging” its contemporary fashion offering by bringing in a range of 20 new cutting-edge designers this autumn.
The move is part of the department store’s strategy to increase the frequency of fashion spend and build market share with a younger demographic.
With each designer being selected for their credibility in the fashion world, new additions include designers such as Olivia Rubin, Sister Jane and Batsheva x Laura Ashley.
In a further move, some of the new mid-premium brands will be grouped together in a new in-store and online boutique concept.
John Lewis commercial director Kathleen Mitchell said: “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.
The department stores’s mid-premium brands include Albaray, Hush, Whistles and Baujken, as well as in-house designed own brand collections led by design director Queralt Ferrer.
