John Lewis announces £1bn ambition for Home own brand collections
John Lewis has announced that it is aiming to grow its own brand homewares and furniture business to £1 billion in annual revenue by 2020. It is also planning to expand its exclusive relationships with external brands.
The department store chain said it will be placing design credentials and quality at the heart of its plans. Key to this will be the introduction of its new Design Project collection this Autumn, a contemporary 250 piece collection that has been designed in-house.
John Lewis will continue to build its existing own brands including House and Croft. It has also recently launched a string of exclusive collaborations with external brands such as Loaf and West Elm. The Loaf collection will include five exclusively designed pieces available in 22 fabrics. Meanwhile, John Lewis is the only stockist of West Elm outside the brand's own shops and the range will soon be rolled out to a total of nine John Lewis branches.
Having recently invested £14 million in its flagship Oxford Street Home department, John Lewis has opened new 'Home Hub' departments at its new branches in Horsham, Basingstoke and Birmingham. These are dedicated areas bringing together all of John Lewis’ home services. New shops opening in Chelmsford and Leeds this year will also feature Home Hubs.
Christine Kasoulis, buying director for Home at John Lewis, said: “£1 billion sales from our own brand will be a landmark milestone for John Lewis, and it's a reflection of our belief in our John Lewis design credentials and assortment. I’m passionate about the products our in-house design team are creating, and this ambition will be led by our latest collection, Design Project. It’s a visually arresting collection with items which are thoughtfully designed and made from the best materials.”
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