In an exclusive interview at TheIndustry.fashion’s Retail Reset Summit, John Lewis Managing Director Peter Ruis opened up about the retailer’s ambitious growth strategy - particularly within fashion - and explored a series of bold moves designed to reposition the department store for the next era of retail.
Held at the illustrious Nobu Hotel in London, the debut summit gathered some of the UK’s most forward-thinking fashion leaders for a powerful day of networking, insight, and strategic planning. The event’s programme of panel discussions, keynote interviews, and expert presentations explored the emergence of a new era in fashion retail, equipping attendees with critical insights, trend forecasts, and future-focused strategies.
Closing the event, Ruis brought an optimistic but grounded perspective to the conversation. A seasoned retail professional, Ruis has held leadership roles at Ted Baker, Marks & Spencer, Jigsaw, and Anthropologie. He previously served as Executive Buying & Brand Director at John Lewis from 2005 to 2013 and returned to the department store business as Managing Director in January 2024 to spearhead a new phase of transformation.
During his tenure as Managing Director, John Lewis has regained fresh momentum under Ruis’s leadership. Notably, he has revived the retailer’s iconic Never Knowingly Undersold promise, which had been discontinued in recent years. This bold move signals a renewed commitment to customer-first values while adapting the brand to meet the demands of modern retail.
Despite wider economic headwinds, John Lewis saw a notable uplift in sales during the first half of the year, crediting strategic investments in technology, supply chain enhancements, and store refurbishments. Rising footfall and stronger customer engagement further reflect the positive impact of these efforts - and the British department store expects continued growth to drive stronger profitability in the second half of the year.
"Everyone who’s been involved with national treasure retailers wants to see them succeed - especially after some difficult years when perhaps the right things weren’t being done. I felt like I could help and bring a perspective that might make a difference," shared Ruis.
A major pillar of this strategy? Fashion.
John Lewis is aggressively stepping up its fashion offer. Since Ruis’ return, the business has secured many new brand partnerships, including exclusive launches and premium collections aimed at engaging both existing and new customers.
Recent highlights include a Mulberry collection featuring 25 luxury handbags designed exclusively for John Lewis; the launch of 49 new brands for SS25, including a partnership with the Harry Styles-backed label SS Daley; and the addition of over 100 premium fashion brands - such as Akyn, IRO, Snow Peak, and Nigel Cabourn - this autumn.
The department store, which already stocks around 650 clothing brands, is focusing on "quality over quantity" in its edit - aiming to entice shoppers with exclusive collaborations and differentiated collections, rather than chasing volume - and it's paying off!
"The customer response is good to the changes we've made - 10% more people in loyalty schemes, more customers overall, more people engaging with fashion, and we're growing fashion ahead of the market," revealed Ruis.
Further supporting its expansion, John Lewis also recently launched a new curated supplier platform powered by Mirakl. This marketplace model accelerates how quickly the retailer can list and sell new brands online, without needing to buy, store, or distribute stock through traditional channels.
A standout launch through the platform is luxury British shoes and bag brand Russell & Bromley, which marks another premium addition to the retailer’s expanding brand roster.
All of this progress comes even before mentioning one of John Lewis’s most significant announcements: a new partnership with Topshop and Topman, marking the iconic brands’ nationwide return to physical retail stores.
Launching on 3 February 2026, the partnership will bring Topshop to 32 John Lewis stores nationwide, while Topman will be available in six locations across the UK.
The launch promises a reimagined in-store experience that combines Topshop and Topman’s bold fashion identity with John Lewis' premium service and quality standards. Shoppers can expect a curated edit of cult denim, trend-led staples, and modern essentials designed to elevate everyday dressing.
"Topshop needs to be in physical stores across the country. It’s not just about London. Topshop is one of the UK's great brands, everyone has a story of buying from Topshop. Memories, mothers and daughters - it comes alive through the experience and can’t be limited to London. We need those moments across the UK where people have access to it," revealed Ruis.
"We’ll be giving it lots of space and will do online as well. There will be a few surprises in how it looks, loads of energy, and hopefully a few queues [upon launch]. It should have a bigger offer than it has had to date - shoes, accessories, a different experience. It should be fun."
Alongside external retail partnerships, John Lewis is investing heavily in its own-label fashion collections. Autumn 2025 sees the release of its largest-ever cashmere range, projected to lift sales of the heritage item by at least 20%.
As part of this, John Lewis is also reaffirming its commitment to menswear with a series of bold new launches. Most recently, the retailer unveiled J.Lewis, a premium in-house menswear brand that debuts with a 23-piece capsule collection blending tailored and casualwear. Crafted from fine European fabrics such as silk, cashmere, and worsted wool, the range focuses on elevated essentials designed for the modern wardrobe.
Building on this momentum, the brand introduced an exclusive tailoring capsule in partnership with PS Paul Smith earlier this year - marking the first time the designer label has launched a dedicated tailoring collection with a retail partner.
Further strengthening its menswear credentials, John Lewis has now launched a first menswear collaboration in a decade with Labrum London. The 38-piece collection has been co-designed by Labrum’s founder and Creative Director, Foday Dumbuya, a nominee for British Menswear Designer of the Year. This partnership reflects the retailer’s growing focus on culturally rich, design-led fashion.
"Labrum launched last night," noted Ruis, who shared his excitement about the new partnership. "It’s really well executed and genuinely lovely. It's very true to his [Foday Dumbuya's] aesthetic. It comes from our partnership with the British Fashion Council and really encourages customers to buy into fashion."
Rounding out the transformation is a renewed emphasis on in-store - not only in fashion, but across beauty as well. Ruis mentioned it’s new beauty hall concept, backed by a multi-million-pound investment aimed at turning stores into immersive beauty discovery destinations.
Under Peter Ruis’ leadership, John Lewis is positioning itself not just as a department store, but as a destination for premium brands, exclusive fashion, and modern retail experiences. By reinvesting in its heritage while embracing digital agility and design innovation, the retailer is setting a new benchmark for the future of British fashion retail.
As Ruis put it during the summit, the goal is clear: "It's tough for everyone - we all know people need energy to go out and they haven’t got a lot of free spending. So, we’ve got to create energy, excitement, and fun, and package things in different ways. We’ve got to keep trying to be creative."
And judging by the pace of change, things are really progressing.
Looking ahead, Ruis acknowledged that customers aren’t quite sure how they will feel this autumn and winter - but he remains quite optimistic, given everything going on in the world. "It’s not a solid market, but there’s still demand, and there’s still energy," he added.
To conclude the interview, Ruis shared a teaser about the upcoming John Lewis Christmas ad, describing it as "a good one" with a more contemporary vibe. Both the audience and the team here at TheIndustry.fashion are eagerly looking forward to it - and the wait won’t be too long!
