John Lewis continues to modernise its fashion and beauty offering, with the addition of 50 new brands to its department store range.
Acknowledging the nation’s changing lifestyle and wardrobe needs over the past year, the company says more of its customers are now opting for comfort over formality. This growing “casualisation” trend and shift of dress codes – accelerated by the pandemic – will be catered for by a mix of new, predominantly online brands and more established high street names like Mango, Banana Republic, New Balance, FatFace, and Dickies.
Jo Bennett, Head of Womenswear at John Lewis, said: “The pandemic has accelerated the casualisation of our wardrobes that was already in the making – great puffer jackets, elevated loungewear and relaxed-fit dresses, have become staples in our everyday dressing. We continue to evolve our fashion offer as our customers’ lifestyles shift, and the new brands we are launching have been carefully curated to boost our mood and help us dress for the way we live now.
“Offering great style and a wide range of prices, we are delighted to work with emerging, independent brands, championing them and providing them with access to our nationwide platform. We are excited to share these new brands, many with brilliant sustainable credentials, and are also thrilled to offer our customers the first chance to shop Albaray, a new sustainable brand from some of the team behind Warehouse, boasting modern, effortless style for everyday wear.”
Examples of John Lewis’ new brands include:
Womenswear: Mango, Banana Republic, Baujken, Girlfriend Collective, Ninety Percent, New Balance, Aab Collection, Thought, Ro&Zo, Albaray, and Kemi Telford.
Menswear: Banana Republic, New Balance, Dickies, Napapijri, Community Clothing, FatFace, and Rapha.
Accessories: L & T Heirlooms, Coach Jewellery, XOUXOU, Honey & Toast (exclusive), Johnny Urban, Jeenaa, Nubian Skin, Levis, DKNY, and AAKS.
Beauty: It Cosmetics.
Childrenswear: Mango Kids, AO76, Scotch & Soda, New Balance, and FatFace.
Nursery: My expert midwife, Egg2, Little Acorns, Silent Night, Halo, Wood life project, My Babiie, and Kit & Kin.
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