// John Lewis launches new own brand Anyday to offer “quality and style at everyday prices”
// The Anyday range comprises of 2400 products across homewares, technology, baby care and baby clothing
// The department store chain is seeking to drive appeal with the new collection
John Lewis has released an own brand which ensures “quality and style at everyday prices” as it prepares to reopen stores in England on Monday.
The new Anyday brand, which will also be sold online, will be John Lewis’ “most affordable” range yet.
The collection comprises of 2400 products and includes homewares, technology, baby care and baby clothing. A further 1000 products will be added this autumn when the brand is extended to other categories.
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John Lewis said Anyday prices are on average, 20 per cent lower than existing own-brand prices, while some are 40 per cent cheaper.
The department store chain is seeking to drive appeal from a wider range of shoppers in the wake of various lockdowns.
Anyday is designed to cater for “a broader group of shoppers and their wide range of needs” by delivering “enhanced value in the products we know our customers love and need for daily life while maintaining the John Lewis promise of quality and trust”.
“The Anyday range signals a step-change in the modernising of our brand and offers customers John Lewis quality at prices they wouldn’t expect,” John Lewis executive director Pippa Wicks said.
“We want to challenge value perceptions of John Lewis and attract a broader group of shoppers who want to combine style and value.
“This range has been specifically designed around how our customers live today. Whatever they need, we will have a product that suits their budget.
“This launch is a return to our commitment to offer great value for money but it’s also an exciting opportunity to build on our own-brand strengths and supercharge them for the future.”