John Lewis Expands Fashion Offer with 100 New Premium Brands to Compete with Next and M

What's Happening?

John Lewis is undertaking a significant expansion of its fashion offerings by introducing 100 new menswear and womenswear brands. This move is part of a strategic effort to enhance its clothing range and compete more effectively with rivals Next and M&S. The expansion includes high-end labels such as Mulberry, which will offer an exclusive range of bags and accessories, as well as brands like Akyn, By Malene Birger, and Iro. This initiative is part of a broader £800 million turnaround program that includes store refurbishments and increased staffing. The strategy is led by Peter Ruis, who aims to provide customers with more reasons to shop at John Lewis stores. Despite the growth of Next and M&S in the clothing market, John Lewis's market share has remained flat at 1.5%. The retailer plans to more than double its clothing revenue from £1.2 billion to £2.5 billion.

Why It's Important?

The expansion of John Lewis's fashion offerings is crucial in the competitive retail market, particularly as it seeks to challenge established players like Next and M&S. By introducing premium brands, John Lewis aims to attract a more diverse customer base and increase its market share. This move could potentially lead to increased revenue and strengthen its position in the fashion industry. Additionally, the timing is advantageous as M&S faces operational challenges due to a cyber attack, providing John Lewis an opportunity to capture additional spending. The success of this strategy could influence other retailers to adopt similar approaches to remain competitive.

What's Next?

John Lewis will continue to implement its turnaround program, which includes further store refurbishments and expanding its own-label lines. The retailer's largest-ever cashmere collection is set to launch this autumn, expected to boost sales by at least 20%. The company will monitor the impact of these changes on its market share and revenue, adjusting its strategy as needed. Stakeholders, including customers and investors, will be watching closely to see if John Lewis can achieve its ambitious growth targets.