John Lewis and Waitrose add “& Partners” as part of rebrand

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John Lewis rebrand

John Lewis and Waitrose have unveiled a rebrand that sees the retailers add “& Partners” as the businesses focus on what differentiates them from competitors.

Today, the 83,000 partners who work for the John Lewis Partnership have – for the first time in the company’s history – been included in company’s two retail fascia’s brand names.

The rebrand aims to highlight the company’s partnership business model and culture.

This morning, John Lewis & Partners and Waitrose & Partners were unveiled on the facades of John Lewis’ flagship shop on Oxford Street, its shop at Westfield London, and Waitrose’s shops in Edgware Road and Clerkenwell in London.

The rebrand was also unveiled on John Lewis’ and Waitrose’s respective websites, carrier bags, uniforms, trolleys, marketing activity, internal shop signs and selected lorries and vans.

The John Lewis Partnership said the full identity change to all 348 Waitrose and 50 John Lewis shop facades and the combined fleet of 3500 lorries and vans is being phased over a number of years to tie in with refurbishment plans.

In addition to investing in their identities, the John Lewis Partnership said in June that it would continue to invest in both fascias at a rate of £400 million-£500 million per year.

Meanwhile, John Lewis & Partners’ largest own-brand womenswear collection of 300 designs, which was created entirely in-house and carries the new name John Lewis & Partners, went on sale today.

The packaging of Waitrose own-label product ranges will begin a programme of change from October.

The John Lewis Partnership is also training staff to become Customer Service Ambassadors that provide warm and personalised customer service front of store, healthy eating specialists, and to provide a concierge-style service, while personal stylists will be equipped with new skills skills to deliver daily fashion talks.

The rebrand launch is being supported by the first ever joint John Lewis & Partners and Waitrose & Partners national marketing campaign – the single biggest ever campaign for both brands outside of Christmas – and includes a new TV and cinema advert.

“Our partnership business model and the inherent strength of our partners really sets us apart,” John Lewis & Partners managing director Paula Nickolds said.

“That’s why the change to our visual identity this week puts partners back at the heart of everything we do.

“This move not only reflects the business we have become but more importantly, the business we want to be.”

Waitrose & Partners managing director Rob Collins added: “This moment is far more significant than simply adding words and changing the design.

“It symbolises something bigger, expressing what’s different about our business and signalling our intent to make that difference count for even more: committed, knowledgeable partners who care about the business they own, sharing their love of food and offering great customer service.”

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15 COMMENTS

  1. Let’s hope it works!. The stores are uninspiring. The staff ( partners ) are rude, preferring to chat to their colleagues whilst serving their customer, Peter Jones, jl oxford street and Edinburgh. Their own brand of clothes is similar in style and quality of M&S and normally more expensive. Perhaps JL should consider asking the customer what they would like.
    Christmas advert? Awful.
    As wonderful as it all sounds It will be a waste of money.

  2. Awesome Xmas ad. A real eye catcher. Totally resonant with customer base, seasonal winner!
    A return to a “warm and personalised customer service front of store”, and a concierge-style service”, will be a winner with customers. Many, who have become frustrated with the new style off checkout delivery al la Lidl and Aldi will welcome this return…
    My company continues to force up scan speeds to imitate the discounters, this at the expense of individual customer service, a herding process through front end that leaves both customers and colleagues stressed and anxious – the dreaded 22 items pm expected to be increased to emulate Lidl!
    Great to see an old fashioned common sense and human approach to service delivery at John Lewis-waitrose & Partners…
    Nadolig Llawen i bawb.

  3. What an absolute bunch of rubbish, this rebrand makes no sense to the retail consumer, we just don’t care if it’s called John Lewis or John Lewis and Partners. Another head office guy not in touch with reality and its customers. John Lewis needs to improve their store’s interaction and experience and also the website. They have done this to justify cutting the staff bonuses for years now, so we call you ‘Partner’ and say your included to make you feel good, but no extra pay. Honest we’re not just a head office company…lol…. Well, I guess we will see John Lewis go the same as House Of Fraiser over the next few years. Who is running these big companies, because they only care about their bonus and exit payoff…. Large business needs to wake up.

    • They’ve always been partners… this is not a new idea. And everyone in the company (all 85,000) get exactly the same bonus as each other, so this isn’t about an exec getting a bigger bonus than anyone else.

  4. What an absolute bunch of rubbish, this rebrand makes no sense to the retail consumer, we just don’t care if it’s called John Lewis or John Lewis and Partners. Another head office guy not in touch with reality and its customers. John Lewis needs to improve their store’s interaction and experience and also the website. They have done this to justify cutting the staff bonuses for years now, so we call you ‘Partner’ and say your included to make you feel good, but no extra pay. Honest we’re not just a head office company…lol…. Well, I guess we will see John Lewis go the same as House Of Fraiser over the next few years. Who is running these big companies, because they only care about their bonus and exit payoff…. Large business needs to wake up.

  5. I fully endorse Vivienne Mcculloch’s comments. It’s not only the flagship stores but also at local locations (e.g. SE England) and the call centre near Manchester that their are issues.

  6. Partners do not receive the same amount of bonus. They all receive the same percentage of their own individual salary. Therefore, the larger the salary, the larger the bonus. A difference between a weekend away in Southend or a fortnight on a Carribbean island.

  7. Bonuses, just removal of profit from their suppliers who continue to be squeezed on price, partners complain about a reduced bonus at least they get one

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