UK-based retailer John Lewis expands online fashion offering new 100 brands.

retail strategy

UK-based high-end department store chain John Lewis has ambitious plans to increase its fashion sales and is to add 100 new third-party fashion brands to its line-up over the next year. Close to 40 of these will be launched over the next six months as part of its strategy to respond to a shift in customers’ shopping behaviour. The retailer will also allow brands to directly sell products on its online channel.

The department store said it would first launch more than 40 new brands in the next six months by allowing, for the first time, fashion brands to sell their products directly on John Lewis’ ecommerce platform.

Key brands set to launch on the John Lewis site include plus-size lingerie brand Oola and inclusive menswear brands Raging Bull and Spoke London, as well as sustainable brands Knowledge Cotton Apparel, Dedicated and Lefrik – all of which utilise organic or recycled fabrics.

Other labels, including Farah, Simon Carter apparel and Trotters childrenswear, will also been added in response to appeal from customers.

Additionally, the retailer is looking to grow the range of affordable brands on its e-commerce platform with Crew Clothing, Dorina Lingerie and Lands’ End.

“We’ve offered customers the option to buy larger branded home products directly from suppliers via for a number of years and we’re now expanding this into fashion, providing customers with even greater choice. As part of our plans to modernise the John Lewis brand, we’re expanding both the number of fashion brands and the range of those we already sell on In the future, we plan to bring onboard and expand many more of our fashion brands, giving customers even more of what they love,” said Pippa Wicks, executive director at John Lewis.

The company had launched over 50 brands earlier this year to follow the causalisation trend in the wake of the pandemic.


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