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John Lewis to expand its fashion offering

The John Lewis department store is to introduce 50 new fashion and beauty brands as part of plans modernise its fashion offering. After recently adding Mango… View Article

FASHION

John Lewis to expand its fashion offering

The John Lewis department store is to introduce 50 new fashion and beauty brands as part of plans modernise its fashion offering.

After recently adding Mango to its lineup, the retailer is also planning to bring onboard emerging and independent brands such as Ro&Zo, Kemi Telford, Johnny Urban, Nubian Skin, Aab Collection, Honey & Toast and AAKS in the coming weeks.

In a bid to capitilise on the popularity of athleisure, John Lewis launched a new concept for the category last August  and is now adding Girlfriend Collective, Ninety Percent and New Balance to its line up, which already includes Sweaty Betty and Athleta. John Lewis said sustainability and conscious shopping continues to be front of mind for many of its customers so new brands will also include Baujken, Thought and L&T Heirlooms.

Jo Bennett, head of womenswear at John Lewis, explained: “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.

“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.”

Looking at menswear, the retailer will be introducing Community Clothing by Patrick Grant, Arc’teryx, Rapha, Champion and Napapijri to the range. Meanwhile, the childrenswear category will see the addition of Mango Kids, Scotch & Soda, Fat Face, and AO76.

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