John Lewis adds 30 new third-party brands to “modernise offering”

John Lewis Partnership THIRD-PARTY BRANDS EXPAND Christine Kasoulis
John Lewis added more than 30 new fashion, beauty and accessory third-party brands to its platform
// John Lewis adds 30 new brands to its platform
// It hopes to “modernise” its offering
// The chosen brands “respond directly to the new needs of the nation”

John Lewis Partnership has reportedly extended its third party brand offering on its website and in-store line-up for autumn/winter 2021.

The retailer added more than 30 new fashion, beauty and accessory third-party brands to its platform, Drapers reported.

John Lewis said the chosen brands, which consist of athleisure, casual wardrobe choices and pyjamas, “respond directly to the new needs of the nation”.


The new womenswear brands to have launched for AW20 include: The Fold, Sosander,  brands Athleta, Stella, Isle and Calvin Klein, as well as Ganni footwear.

Launching in September will be les girls les boys, Fila trainers and Fat Face.

Meanwhile, pyjama brand Their Nibs and Celtic & Co will launch this October.

New beauty launches include: Beauty Tech and Olaplex, with Kate Somerville launching this month.

New accessory brands for AW20 include: Longchamp, Astrid & Miyu, Goddess Charms, Togetherband, Wanderlust + Co and Dinny Hall.

For menswear, the new brand additions include: New Balance, ‘Exclusive to John Lewis – Barbour Wilderness Collection by Ben and Marina Fogle’ which will launch this month, and Dukes Cupboard which will launch in October.

New sports brands include: Peloton, and from this month Apex Bikes. Arcteryx will follow in October.

John Lewis fashion director Christine Kasoulis said the Covid-19 pandemic has caused a shift away from formalwear as more people continue to work from home.

The increased focus on wellbeing and fitness has driven demand for athleisure and luxe loungewear.

He added that the newly-launched athleisure range saw its sales surpass predictions by 102 per cent.

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