John Lewis invests in home brand with new bi-annual printed publication
John Lewis is investing in its home brand with the launch of a new, glossy bi-annual publication.
The inaugural issue of ‘Foundation’ will be posted to over 250,000 customers including My John Lewis members.
The move coincides with the retailer’s spring home marketing campaign that highlights how a items such as statement sofa, sculptural lamp, or the perfect bed, can transform a space. It also acts as a showcase for exclusive, hero products from John Lewis’s spring/summer collections.
In a further move, John Lewis will work with the winner of this year’s BBC Interior Design Masters TV competition, which began on 10 April. The winner will have the opportunity to design their own homeware collection in collaboration with the retailer’s in-house UK based design team, which is led by the retailer’s 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 British design house Sanderson.
