John Lewis Oxford Street to gain new menswear floor as part of company-wide investment in menswear
John Lewis & Partners' Oxford Street store will have a revamped 20,000 sq ft menswear floor as part of the retailer's most significant investment in menswear to date.
Twenty percent of this space will be dedicated to services and 1,000 sq ft will be a new experiential space that will encourage customers to try something new. The new format will then be rolled out nationwide during 2020.
To complement the new menswear department, John Lewis & Partners’ two menswear own-brands have been "completely transformed". The John Lewis & Partners eponymous label, a 280-piece collection, takes a fresh perspective on menswear classics. Designed in-house, the collection blends modern design with reconsidered fits, fabrics and quality. Kin, a brand launched in 2013, will refocus on directional designs and high-performing fabrics – across both tailoring and casualwear.
New additions to the refreshed menswear department includes two exclusive capsule collections from British brands Folk and Albam. Folk has created a collection called “It’s All Good Folk”, which focuses on sustainable fabrications, materials and the reissue of key pieces from the brand’s archive. “Albam Utility” reinterprets workwear staples with a focus on wearability; hero pieces include canvas work jackets, soft jersey sweatshirts and robust cotton chinos.
John Lewis has already introduced six new menswear labels to its offer: Maison Labiche, Les Basics, Wax London, SKU, Far Afield and Tretorn.
Outlining the plans, Beth Pettet, Head of Menswear at John Lewis & Partners said: “We are incredibly excited about our plans for menswear. Our passionate team of expert Partners has put our customers at the heart, striving to offer an independent point of view with our dynamic design and buying approach.
"The investment in our own brands and the strength of our credible branded collections will sit alongside an enhanced range of services that will leverage the expertise of our Partners. This will all combine to mark the next phase in our strategy - to offer a unique shopping experience that customers cannot find anywhere else and will establish John Lewis & Partners as a fantastic destination for menswear.”
This confident approach follows the successful launch of John Lewis & Partners’ womenswear last autumn, and, with the menswear market predicted to grow almost 20% in the next five years, it's an area John Lewis & Partners see as presenting a significant opportunity for growth.