John Lewis is introducing 20 new designers to its collections for autumn/winter 2023, in a bid to become the “leading high street name for mid-premium clothing”.
The move is part of the department store company’s strategy to build its market share with younger shoppers, including those in their thirties and forties, and increase the frequency of fashion spend.
New additions to the retailer include Olivia Rubin, Sister Jane, and Batsheva x Laura Ashley.
Savannah Miller’s new brand, Vivere, will also be stocked exclusively at John Lewis.
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Under a new in-store and online boutique concept, some of the new brands will be grouped together in efforts to direct shoppers to unique collections that interest them.
John Lewis commercial director Kathleen Mitchell said: “Last year was our biggest year for fashion and we’ve seen a really strong response to Spring Summer – so we believe we are on the right track.
“Building on this momentum, we look forward to introducing more exciting new brands to our customers this autumn, cementing us as the style destination for mid-premium fashion on the high street.”
Over the last twelve months, John Lewis has launched 109 new fashion brands across menswear and womenswear,
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