John Lewis Partnership launches 50 new fashion brands

13 Feb '21

3 min read

Pic: John Lewis Partnership

As the trend for comfortable, casual attire or ‘casualisation’ over formal styles accelerates, John Lewis Partnership is bringing together 50 new fashion and beauty brands - from start-up independents to high street favourites – to cater to this shift in dressing preferences. Over the past 12 months, lifestyles have changed as people go for casual attire.

The employee-owned business has launched high street favourite Mango across womenswear, shoes and accessories. It is also bringing onboard emerging, independent and predominantly online brands in the coming weeks, providing its customers a nationwide platform. These brands include Ro&Zo, Kemi Telford, Johnny Urban, Nubian Skin, Aab Collection, Honey & Toast and AAKS. All of these new brands offer contemporary styles that enable people to seamlessly move throughout their day whether they’re working or relaxing at home or walking in the park.

Last year saw the nation getting more active - fitness equipment at John Lewis saw year-on-year sales up +104 per cent in 2020. There is rise in sale of all-day-athleisure. “We launched our new athleisure concept in August 2020 and are excited to add Girlfriend Collective, Ninety Percent and New Balance to our line up which already includes Sweaty Betty and Athleta. Sustainability and conscious shopping continues to be front of mind for many of our customers and new brands such as Baujken, Thought, and L&T Heirlooms offer sustainable, high quality fashion which gives back to the community,” the company said.

Jo Bennett, head of Womenswear at John Lewis, said: "The pandemic has accelerated the casualisation of our wardrobes that was already in the making - great puffer jackets, elevated loungewear and relaxed-fit dresses, have become staples in our everyday dressing. We continue to evolve our fashion offer as our customers' lifestyles shift and the new brands we are launching have been carefully curated to boost our mood and help us dress for the way we live now.”

“Offering great style and a wide range of prices, we are delighted to work with emerging, independent brands, championing them and providing them with access to our nationwide platform. We are excited to share these new brands, many with brilliant sustainable credentials, and are also thrilled to offer our customers the first chance to shop Albaray, a new sustainable brand from some of the team behind Warehouse, boasting modern, effortless style for everyday wear,” Bennett added.

The company has also introduced Community Clothing by Patrick Grant, a range of contemporary menswear all made in the UK. The collection offers timeless, affordable clothing that puts the values of supporting the sector and wider communities at the heart of the brand. Other new brands including Arc'teryx, Rapha, Champion, and Napapijri will sit alongside exclusive spring summer collections from favourites such as Barbour and Timberland.

Across childrenswear, the company is adding Mango Kids, Scotch & Soda, Fat Face, and AO76 to recently launched brands Hugo Boss, Timberland, Billieblush, DKNY and Carrement Beau. In Nursery, brands such as Little Acorns affordable furniture ranges, Kit & Kin reusable nappies, SilentNight sustainable mattresses, Halo smart tech cribs, My expert midwife toiletries, Woodlife Project UK forestry weaning products and Egg2 and My Babiie strollers and prams will be available in the coming months.

Fibre2Fashion News Desk (SV)

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