John Lewis and Waitrose add ‘& Partners’ to business name in branding shakeup

John Lewis and Waitrose have added ‘& Partners’ to the group’s business names, formally recognising the 83,000 partners who work for the John Lewis Partnership for the first time in the company’s history.

According to the groups the change has been designed to highlight its partnership business model and culture which “differentiates them from their main competitors”, at a time when both businesses are investing in the services its partners offer.

The new branding of ‘John Lewis & Partners’ and ‘Waitrose & Partners’ was unveiled on the facades of John Lewis’s flagship shop on Oxford Street, which has also undergone a multi-million pound refurbishment.

The changes have also been applied to the johnlewis.com and waitrose.com websites, as well as the group’s carrier bags, uniforms, trolleys, marketing activity, internal shop signs and selected lorries and vans.

Paula Nickolds, John Lewis & Partners MD, said: “Our partnership business model and the inherent strength of our partners really sets us apart. That’s why the change to our visual identity this week puts partners back at the heart of everything we do. This move not only reflects the business we have become but more importantly, the business we want to be.”

Rob Collins, Waitrose & Partners MD added: “This moment is far more significant than simply adding words and changing the design. It symbolises something bigger, expressing what’s different about our business and signalling our intent to make that difference count for even more: committed, knowledgeable partners who care about the business they own, sharing their love of food and offering great customer service.”