John Lewis announces £1bn ambition for own brand collections

John Lewis announces £1bn ambition for own brand collections

John Lewis has announced plans to grow its own brand home business to £1bn of annual revenue by 2020 in addition to plans to expand its exclusive relationships with external brands.

The department store plans to build on its success by placing design credentials and quality firmly at the heart of its growth plans.

John Lewis has also recently launched a string of exclusive collaborations with external brands, including Loaf, West Elm and dining chain Leon.

The retailer also offers an extensive range of home services, allowing customers to personalise and design their home to suit their individual needs with the help of John Lewis Partners.

Services include home design consultation, any sofa any fabric, in which sofa models can be brought to life in hundreds of different fabric combinations, fitted furniture, custom made window dressings and more.

John Lewis recently invested £14m in its flagship Oxford Street Home department, and has opened new 'home hub' departments at its new branches in Horsham, Basingstoke and Birmingham - a dedicated area bringing together all of John Lewis’ home services. New shops opening in Chelmsford and Leeds this year will also contain a Home Hub.

Christine Kasoulis, buying director for home at John Lewis, said: “£1bn sales from our own brand will be a landmark milestone for John Lewis, and it's a reflection of our belief in our John Lewis design credentials and assortment.

“I’m passionate about the products our in-house design team are creating, and this ambition will be led by our latest collection, Design Project. It’s a visually arresting collection with items which are thoughtfully designed and made from the best materials."

John Lewis home products are also seeing success on a global scale through the development of John Lewis shop-in-shops with its international retail partners.


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