John Lewis is to introduce a new fashion and lifestyle concept: ‘FOUND at John Lewis’.
Set in a boutique shopping environment, the initiative will introduce new and niche contemporary brands to womenswear and bring together a curated edit of existing and new brands across womenswear, accessories, beauty, homeware and technology. The British department store retailer hopes that FOUND at John Lewis will be a concise and authoritative John Lewis point of view for fashion, and the unique concept will encourage customers to “embrace their sense of discovery.”
FOUND at John Lewis will be unveiled for the first time at the new Birmingham department store when it opens on 24 September, as well on John Lewis’s website the same day. The concept will then roll out as part of the transformation of the Liverpool fashion floor, which is due to be revealed in November this year.
Paula Nickolds, Brand and Buying Director at John Lewis said: “FOUND at John Lewis marks a fundamental shift in the way we sell fashion at John Lewis. The concept signals a real change of pace for John Lewis fashion. It will feel fresh and visually authoritative, bringing together a new selection of brands with existing collections in a concise way within a beautiful setting. It will showcase our take on trends in a way that we hope will be desirable and inspirational for our customers coupled with the service and quality they have come to expect from us.
She continues: “FOUND at John Lewis will bring together fashion, home and technology products in a way we haven’t done before. Through our customer insight we know our customers want an edited selection of product and they like all parts of their life to reflect their style, extending beyond their clothes to the candles in their homes and the headphones they wear. FOUND at John Lewis will create this for our customers seamlessly, creating an effortless boutique shopping experience that is both engaging and unique in terms of product and environment. We hope customers will explore FOUND at John Lewis with a sense and feeling of discovery.”
As it begins to add cult brands to its offering, in line with high-end department stores such as Harvey Nichols and Selfridges, 27 new brands will be introduced as part of FOUND at John Lewis as well as niche beauty brands such as Grown Alchemist, Atelier, Maison Margiela and Dr Bronner in an apothecary-style environment alongside more playful, new brands like Cheeky Nails.
In Birmingham, FOUND at John Lewis will be over 4,000 sq ft and will open with a pop up brand installation. This permanent area will evolve every six weeks and will be used as a space for experiences, installations and brand pop ups.
John Lewis Liverpool will also see FOUND at John Lewis introduced as part of a £4.5m refurbishment for the fashion and beauty departments later this year.