John Lewis expands fashion & beauty offering with 50 new brands

John Lewis expands fashion & beauty offering with 50 new brands
// John Lewis to expand its fashion & beauty offering with 50 new brands
// It forms part of plans to continue modernising its offering, and is in response to the “casualisation” trend due to the pandemic

John Lewis has revealed plans to expand its fashion and beauty offering with the addition of 50 new brands in response to the “casualisation” trend from the Covid-19 pandemic.

The department store chain said lifestyles have changed over the past year, and the demands for wardrobes have evolved as many opt for comfortable, casual attire over more formal styles.

John Lewis said that as this trend for “casualisation” accelerates further, the 50 new brands it has added to its womenswear, menswear, childrenswear and beauty departments form part of its plans to continue modernising its offering.


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Last week, John Lewis launched high street favourite Mango across womenswear, shoes and accessories.

The retailer said it was also bringing onboard emerging, independent and predominantly online brands in the coming weeks, such as Ro&Zo, Kemi Telford, Johnny Urban, Nubian Skin, Aab Collection, Honey & Toast and AAKS.

Meanwhile, fitness equipment at John Lewis saw year-on-year sales skyrocket by 104 per cent in 2020.

In response to this, the department store launched a new athleisure concept in August and will now add Girlfriend Collective, Ninety Percent and New Balance to the line up that already includes Sweaty Betty and Athleta.

Sustainability and conscious shopping also continues to be at the forefront of many customers, prompting John Lewis to add sustainable labels Baujken, Thought, and L&T Heirlooms ranges.

“The pandemic has accelerated the casualisation of our wardrobes that was already in the making – great puffer jackets, elevated loungewear and relaxed-fit dresses, have become staples in our everyday dressing,” John Lewis head of womenswear Jo Bennett said.

“We continue to evolve our fashion offer as our customers’ lifestyles shift and the new brands we are launching have been carefully curated to boost our mood and help us dress for the way we live now.

“Offering great style and a wide range of prices, we are delighted to work with emerging, independent brands, championing them and providing them with access to our nationwide platform.

“We are excited to share these new brands, many with brilliant sustainable credentials, and are also thrilled to offer our customers the first chance to shop Albaray, a new sustainable brand from some of the team behind Warehouse, boasting modern, effortless style for everyday wear.”

This spring will also see John Lewis launch more brands across menswear, including Community Clothing by Patrick Grant, Arc’teryx, Rapha, Champion, Fat Face and Napapijri.

In beauty, John Lewis recently launched It Cosmetics and have further launches to come this year – although they will be confirmed closer to launch.

Across childrenswear, the retailer is adding Mango Kids, Scotch & Soda, Fat Face, and AO76 to recently-launched brands Hugo Boss, Timberland, Billieblush, DKNY and Carrement Beau.

In nursery, brands such as Little Acorns, Kit & Kin, SilentNight, Halo, Woodlife Project UK forestry weaning products and Egg2 and My Babiie strollers and prams will be available in the coming months.

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