John Lewis has revealed details of its largest ever own brand fashion label – a womenswear line called John Lewis & Partners – which marks a significant step towards it achieving its stated ambition to create a £500m own-brand fashion business.
Designed by its in-house team the collection runs to 300 designs with an “unwavering commitment to quality, simplicity and style“.
Its will launch in-store and online for AW18 on 4 September featuring 800 bold and colourful womenswear pieces, handbags and accessories, built around the idea of individuality and multiple styling options. Sizes will run from 8-20 and prices will range from £10 for a cotton jersey tank to £250 for a cashmere coat.
Christine Kasoulis, Fashion Buying Director at John Lewis said: “This launch is our most significant investment in fashion to date and builds on the successful launches of our stand-alone brands Kin, AND/OR and modern rarity. It’s our next confident step in positioning John Lewis as a leading fashion destination.”
To grow its own brand business John Lewis has also made its largest ever investment in product development roles; recruiting 50% more designers and 70% more technologists. It has said its aim is for 50% of the products sold in its stores to be own-brand or exclusive. Last year sales of its own-brand womenswear rose by 15%.