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John Lewis has announced that it is making “bold” investments in its own Home brand this spring, adding 30 new brands including Harlequin x Henry Holland, West Elm and By Hope, as well as a collaboration with design house Sanderson.
It comes as the department store chain aims to “reinforce its unique position as a lifestyle leader and expert on everyday home products”.
This month will see John Lewis launch a new home publication – Foundation – which will be published bi-annually. The inaugural issue will be posted to over 250,000 customers including My John Lewis members.
Foundation’s launch coincides with John Lewis’ spring home marketing campaign – One thing can make the room – which has been referred to as “the biggest home campaign the retailer has run since 2021.
In another move to highlight John Lewis’s in-house design expertise, the retailer will work with the winner of this year’s BBC Interior Design Masters TV competition, which starts this evening (10 April).
The winner will have the opportunity to design their very own homeware collection in collaboration with the retailer’s 23-strong, in-house design team led by the new head of design, David Barrett.
Rosie Hanley, brand director at John Lewis, said: “We hold a unique position in the UK home market. Over one third of the UK population shop with John Lewis, and last year home customers grew by 11%. We’re trusted for our quality, service and unrivalled range of home products. The investment we’re making in our brand this spring is to inspire our customers with our style.
“Printed publications that you want to keep and display are having a revival, so our new publication is a great way to showcase our incredible home products and reinforce our authority as a style leader in the home space.”
