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John Lewis'new branded lifestyle concept for womenswear
04
Aug '15
UK's largest department store retailer John Lewis has announced the arrival of ' Found at John Lewis', a new fashion and lifestyle concept set in a boutique shopping environment that will introduce new and niche contemporary brands to womenswear, it said in a press release.

Found at John Lewis will bring together a curated edit of existing and new brands across womenswear, accessories, beauty, homeware and technology which will provide a fresh and clear interpretation of the latest trends and lifestyle directions. It will be a concise and authoritative John Lewis point of view for fashion and the unique concept will encourage customers to embrace their sense of discovery.

Found at John Lewis will be unveiled for the first time in the new John Lewis Birmingham department store when it opens on the 24 September and on www.johnlewis.com the same day. The concept will then roll out as part of the transformation of the Liverpool fashion floor, which is due to be unveiled in November this year, the release said.

Paula Nickolds, brand and buying director at John Lewis said: “Found at John Lewis marks a fundamental shift in the way we sell fashion at John Lewis. The concept signals a real change of pace for John Lewis fashion. It will feel fresh and visually authoritative, bringing together a new selection of brands with existing collections in a concise way within a beautiful setting. It will showcase our take on trends in a way that we hope will be desirable and inspirational for our customers coupled with the service and quality they have come to expect from us. Found at John Lewis will bring together fashion, home and technology products in a way we haven't done before.”

The design of the Found at John Lewis environment will have a clean, contemporary feel, with a neutral palette that allows the product to truly speak for itself. Dedicated specialist artners (employees), chosen for their style expertise, will be on hand to provide expert knowledge and advice.

Twenty seven new brands will be introduced as part of Found at John Lewis, including BZR by Bruuns Bazaar and Des Petits Hauts. These will sit alongside accessories from brands such as Nike, Asics Onitsuka Tiger and Jessie Harris jewellery. Iconic, designer gifts for the home from Tom Dixon, Normann Copenhagen, Poole Pottery as well as stationery from The School of Life will all be curated alongside innovative technology brands such as MightyPurse, the latest headphones from Frends, speakers from Braven and phone cases from Skinny Dip London and Sonix.

Found at John Lewis will also house niche beauty brands such as Grown Alchemist, Atelier, Maison Margiela and Dr Bronner in an apothecary-style environment alongside ore playful, new brands like Cheeky Nails.

Denim Wardrobe by Trilogy will be a central feature in Found at John Lewis following on from its successful launch earlier this year in Peter Jones and online where denim labels, J Brand, AG, Paige as well as the brands, American Vintage, Pyrus and Helene Berman were introduced. (SH)

Fibre2Fashion News Desk – India

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