John Lewis Partnership introduces more than 50 fashion brands

John Lewis Partnership has announced it will be introducing more than 50 new fashion and beauty brands as part of its plans to continue modernising its fashion offering.

Last week, the group launched high street brand Mango across its womenswear, shoes and accessories.

Additionally the company revealed it will be bringing onboard “emerging, independent and predominantly online” brands in the coming weeks to provide them with a nationwide platform.

These brands include Ro&Zo, Kemi Telford, Johnny Urban, Nubian Skin, Aab Collection, Honey & Toast and AAKS. All of these new brands offer “contemporary styles” that enable customers to “seamlessly move” throughout their day.

Last year John Lewis saw year-on-year sales increase 104% in 2020 with the rise in all-day-athleisure, showing “no sign of slowing” in 2021.

The group, which launched a new athleisure concept in August 2020, will add Girlfriend Collective, Ninety Percent and New Balance to the line up which already includes Sweaty Betty and Athleta.

Sustainability and conscious shopping continues to be front of mind for many of the group’s customers and new brands such as Baujken, Thought, and L&T Heirlooms offer “sustainable, high quality fashion” which gives back to the community.

As well as new brand launches in womenswear, this Spring sees the launch of more brands that underline great quality and strong purpose with the introduction of Community Clothing by Patrick Grant, a range of contemporary menswear all made in the UK. Other new brands including Arc’teryx, Rapha, Champion, and Napapijri will sit alongside “well-loved favourites” such as Barbour and Timberland.

In Beauty, the group recently launched It Cosmetics with further launches to come this year. Across Childrenswear, there will be the addition of Mango Kids, Scotch & Soda, Fat Face, and AO76 to recently launched brands; Hugo Boss, Timberland, Billieblush, DKNY and Carrement Beau.

Jo Bennett, head of womenswear at John Lewis, said: “The pandemic has accelerated the casualisation of our wardrobes that was already in the making – great puffer jackets, elevated loungewear and relaxed-fit dresses, have become staples in our everyday dressing.

“We are excited to share these new brands, many with brilliant sustainable credentials, and are also thrilled to offer our customers the first chance to shop Albaray, a new sustainable brand from some of the team behind Warehouse, boasting modern, effortless style for everyday wear.”