John Lewis widens fashion brand offer via webstore

By

Sandra Halliday

Published
Jun 14, 2021

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. But that doesn’t mean in-store fashion space expanding  as the plan means it will allow labels to supply their products directly on johnlewis.com for the first time.

Executive director Pippa Wicks said the company has offered customers the option to buy larger branded home products directly from suppliers via johnlewis.com for a number of years “and we’re now expanding this into fashion, providing customers with even greater choice”.

Some 40 brands will be added in the next six months and the rest will join prior to summer 2022. 

Wicks added that the company plans to bring more and more fashion labels on board in the future.

And the brands in this latest drive have been chosen to widen the range of customers who can buy clothing and accessories from the company with a focus on more diverse and eco-conscious labels.

It will broaden the offer from some labels it already sells while brands being added take in inclusive menswear names Raging Bull and Spoke London and plus-size lingerie label Oola. And with “sustainable and conscious shopping” in mind, Knowledge Cotton Apparel, Dedicated and Lefrik will become available via the webstore.

As well as these, by the end of this year, it’s adding Dorina, Hot Squash, Little Mistress, Maison Scotch, Nudea, Playful Promises, and Sculptress Lingerie in womenswear.

Menswear labels being added include Ben Sherman, Farah, Harrys of London, Koy Clothing, and Psycho Bunny. In kidswear, newcomers include Dinoski, Trotters, and The Little Tailor.

A number of labels that span women’s, men’s and kidswear are being added, such as Crew Clothing and Superdry.

And accessories and footwear are part of the drive with Doughnut Bags, Hush Puppies, Just Sheepskin, Rocket Dog, Sperry, and Ucon Acrobatics set to be part of the line-up.

The move comes as more and more webstores include third-party brands selling direct. And it’s also part of John Lewi’s drive for up to 70% of its sales coming through its webstore by 2025.