John Lewis reveals “most significant” investment in menswear

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John Lewis investment menswear
John Lewis’ flagship store on Oxford Street will have a revamped 20,000sq ft menswear floor
// John Lewis reveals more details of “most significant” investment in menswear
// A 280-piece collection is due to launch this month

John Lewis has introduced a new in-house menswear brand and has revamped its existing Kin range.

The department store chain described the new move as its “most significant” investment in menswear.

A 280-piece collection is due to launch this month and will aim to deliver “fit, design, quality and style”.

The Kin range was introduced in 2013, but its new focus will be on durability and performance.

The in-house offer will also include a men’s personal styling service at John Lewis’ flagship store on Oxford Street, as well as a revamped 20,000sq ft menswear floor.

Twenty per cent of this will be dedicated to services and 1000sq ft will be a new experiential space that will encourage customers to try something new.

The experience will then be rolled out nationwide in 2020 and further details will be shared later in the season.

John Lewis has already introduced six new menswear labels to its offer: Maison Labiche, Les Basics, Wax London, SKU, Far Afield and Tretorn.

“Our passionate team of expert Partners has put our customers at the heart, striving to offer an independent point of view with our dynamic design and buying approach,” John Lewis head of menswear, Beth Pettet said.

“The investment in our own brands and the strength of our credible branded collections will sit alongside an enhanced range of services that will leverage the expertise of our Partners.

“This will all combine to mark the next phase in our strategy – to offer a unique shopping
experience that customers cannot find anywhere else and will establish John Lewis & Partners as a fantastic destination for menswear.”

John Lewis menswear buyer Tom Saunders said: “Elevated quality and design have been integral to the creation of our autumn winter John Lewis & Partners collection.”

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