// John Lewis’ affordable Anyday brand launches inside its flagship store in Highcross, Leicester
// Designed in house by John Lewis, Anyday comprises homewares, technology and clothing.
John Lewis has opened a new experiential showroom featuring its Anyday range at its flagship in Highcross, Leicester.
The experiential showroom space will allow the retailer to build brand awareness for its newest affordable range, before making a purchase within the nearby John Lewis store, located a few metres away.
Designed in house by John Lewis, Anyday comprises homewares, technology and clothing.
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The collection is priced on average 20 per cent lower than John Lewis’ current own-brand items.
This move comes after John Lewis expanded the range to include menswear, womenswear and childrenswear following an initial launch in April featuring home, technology and nursery essentials.
John Lewis executive director Pippa Wicks said: “Anyday continues to be a stepchange for us, modernising John Lewis, bringing inspiration and quality to a wider audience.
“Sales and customer feedback since our spring launch has been brilliant, our customers have described it as modern, vibrant, inclusive and accessible.”