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John Lewis is reportedly adding 100 new clothing brands to its stores in a bid to compete with Next and Marks and Spencer.
According to The Telegraph, the retailer is preparing to add dozens of new menswear and womenswear clothing ranges from British brands to help boost fashion sales.
New lines will include an exclusive handbag collection from Mulberry, featuring 25 options across bags and accessories, as well as high-end brands like Akyn, By Malene Birger and Iro.
New camping wear from Japan’s Snowpeak and parkas from Newcastle-based designer Nigel Cabourn are also set to be released this autumn.
It comes amid a major push to boost sales at John Lewis, as the group reportedly aims to stage a turnaround of the department stores.
The drive also includes refurbishing tired stores and recruiting more shop floor staff. Around £800m is being invested into the John Lewis brand while the partnership is also looking to refresh its Waitrose stores.
The turnaround plan is being overseen by Peter Ruis, who was hired last year to head up the department stores.
He told The Telegraph the strategy would be about giving customers “even more reasons to shop in our brilliant stores”.
Rachel Morgans, director of fashion for John Lewis, added that the group was “carefully curating a premium quality range that offers customers something different”.
She said: “When it comes to brands, we’re not chasing numbers, but focusing on those that appeal to our customers and offer something new.”
John Lewis has been approached for comment.
