John Lewis to add 20 new brands to Autumn collection

John Lewis is aiming to become the high street and online destination for contemporary fashion by adding 20 new brands to its Autumn collection. 

The move is part of the company’s strategy to increase the frequency of fashion spend and build its market share with a younger demographic. 

Each new designer has been selected for their credibility in the fashion industry. New additions include Olivia Rubin, renowned for its bold colour combinations, Sister Jane, famed for their feminine dresses, and street style favourite Batsheva x Laura Ashley.

Some of the new mid premium brands will be grouped together in a new in-store and online boutique concept. 

Over the last 12 months, John Lewis has launched 109 new fashion brands across menswear and womenswear, including Soeur, Nobody’s Child, Aubin and Rag and Bone. 

Commercial director Kathleen Mitchell said: “We have long been the place where brands come to life, whether that is hosting global names or nurturing newcomers. Last year was our biggest year for fashion, and we’ve seen a really strong response for Spring Summer – so we believe we are on the right track. 

“Building on this momentum, we look forward to introducing more exciting new brands to our customers this Autumn, cementing us as the style destination for mid-premium fashion on the high street.”