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.”