John Lewis launches new outerwear brand Cape Cove

9th June 2022

// John Lewis launches women’s lifestyle brand Cape Cove online as the outdoorwear category remains popular

// The brand was launched by John Lewis buyer Clare Surplice and the retailer’s former head of buying Jo Bennett

John Lewis has revealed the launch of a new, exclusive brand revolving around sustainable outerwear, Cape Cove.

Coming as a response to the ‘outdoor boom’, the department store retailer said in a release that the women’s lifestyle brand was designed through inspiration from shoreline living.

Products by the brand consist of “throw-on-style clothing” created using thoughtful and sustainable methods.

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The line was created by former John Lewis head of buying Jo Bennett, the retailer’s buyer Clare Surplice and retail specialist Suzannah Hatch.

Three commitments have also been outlined as the values of Cape Cove; caring for the earth, supporting community and raising awareness of mental health, and the new brand will be exclusively available to shop via John Lewis’ online store.

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Department Stores Fashion

9th June 2022

Georgia Wright

// John Lewis launches women’s lifestyle brand Cape Cove online as the outdoorwear category remains popular

// The brand was launched by John Lewis buyer Clare Surplice and the retailer’s former head of buying Jo Bennett

John Lewis has revealed the launch of a new, exclusive brand revolving around sustainable outerwear, Cape Cove.

Coming as a response to the ‘outdoor boom’, the department store retailer said in a release that the women’s lifestyle brand was designed through inspiration from shoreline living.

Products by the brand consist of “throw-on-style clothing” created using thoughtful and sustainable methods.

READ MORE:

The line was created by former John Lewis head of buying Jo Bennett, the retailer’s buyer Clare Surplice and retail specialist Suzannah Hatch.

Click here to sign up to Retail Gazette‘s free daily email newsletter

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