John Lewis expands online fashion offering with 100 new brands

John Lewis expands online fashion offering with 100 new brands
Fashion brands will be able to sell their products directly on John Lewis' ecommerce platform for the first time.
// John Lewis plans to add more than 100 fashion brands in next 12 months direct to customers online
// 40 new brands added in the next six months
// Plans also include growing existing ranges by up to 100%

John Lewis is set to expand its online fashion offering with the addition of 100 new brands over the next 12 months and also allow fashion labels to sell directly on its website.

The department store said it would first launch more than 40 new brands in the next six months by allowing, for the first time, fashion brands to sell their products directly on John Lewis’ ecommerce platform.

Key brands set to launch on the John Lewis site include plus-size lingerie brand Oola and inclusive menswear brands Raging Bull and Spoke London, as well as sustainable brands Knowledge Cotton Apparel, Dedicated and Lefrik – all of which utilise organic or recycled fabrics.


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Other labels, including Farah, Simon Carter apparel and Trotters childrenswear, will also been added in response to appeal from customers.

John Lewis added it would grow its range of more affordable brands online including Crew Clothing, Dorina Lingerie and Lands’ End.

The expansion of the fashion ranges online form part of John Lewis’ wider turnaround and modernisation strategy as it responds to a shift in customer shopping behaviour that has become digital-first, especially in the wake of the Covid-19 pandemic.

It also comes after the retailer expanded its fashion and beauty offering earlier this year, with the addition of 50 new brands in response to the “casualisation” trend from the Covid-19 pandemic.

“We’ve offered customers the option to buy larger branded home products directly from suppliers via johnlewis.com for a number of years and we’re now expanding this into fashion, providing customers with even greater choice,” John LEwis executive director Pippa Wicks said.

“As part of our plans to modernise the John Lewis brand, we’re expanding both the number of fashion brands and the range of those we already sell on johnlewis.com.

“In the future, we plan to bring onboard and expand many more of our fashion brands, giving customers even more of what they love.”

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