John Lewis "modernises" offer, adds 30+ new fashion and beauty brands

By

Sandra Halliday

Published
Sep 4, 2020

John Lewis has announced the addition of 30+ new brands to its fashion, accessory and beauty offer for the autumn season. They’ve already begun appearing in-store and online with the debuts set to continue into October.

The company said the selected brands have been chosen because “they respond directly to the new needs of the nation as customers are opting for more casual wardrobe choices and these brands will help modernise John Lewis’s offering”.

The launches also include the debut of a new athleisure category, including Athleta, Adidas by Stella McCartney, Isle Jacobsen, Hornbaek and Calvin Klein Performance. So far, “the products have been incredibly popular, with sales exceeding expectations,” we’re told.

Fashion Director Christine Kasoulis said: “As part of the work we’re doing to modernise John Lewis, we’re introducing new brands that we feel really resonate with the needs of our customers at this current time, whether that’s comfortable, stylish loungewear that’s smart enough for a Zoom call, or skincare products that enhance their natural complexion. Our aim is to be the preferred fashion partner for brands.”

New labels in womenswear that have already launched or are due this month include The Fold “luxury business attire”, online brand Sosandar, Ganni footwear, Serena Rees’s Les Girls Les Boys label, luxe UK footwear brand Malone Souliers, Fila trainers and Fat Face. 

Next month will also see the arrival of Their Nibs, which is a small British pyjama brand with hand-designed prints, plus UK-made sheepskin slippers label Celtic & Co.

Accessories debuts include Longchamp, plus jewellery by Dinny Hall, Astrid & Miyu and Wanderlust + Co. There’s also Goddess Charms and sustainable label Togetherband, 

New beauty arrivals take in Beauty Tech (which has introduced upscale beauty from MZ Skin, Foreo, Dermaflash and Beglow), plus Olaplex high-end hair treatment and Kate Somerville skincare.

There are also some menswear launches with the arrival of New Balance, an exclusive-to-John-Lewis Barbour Wilderness Collection by Ben and Marina Fogle, and Soho Vintage store Dukes Cupboard.

And in addition to this, the retailer has ramped up its sports offering with the addition of Peloton, Apex Bikes and Arcteryx high-performance apparel, outerwear and equipment.