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John Lewis to introduce 100 third-party fashion labels over the next 12 months

Tom Shearsmith
11 June 2021

Department store John Lewis has announced it will launch 100 new third-party fashion brands in the next year, allowing labels to supply their products directly on for the first time.

The company will also expand its existing ranges, enabling customers to access more products from brands it already carries.

It will first launch around 40 new brands in the next six months including plus-size lingerie brand Oola and menswear brands such as Raging Bull and Spoke London, before adding further brands before Summer 2022.

The expansion of ranges available form part of John Lewis’ turnaround and modernisation strategy outlined by Dame Sharon White, who noted that a shift in customer shopping behaviour had pushed it towards becoming a digital-first retailer, especially in the wake of the COVID-19 pandemic.

The transformation strategy aims to see 60-70% of all its sales made via online channels by 2025.

Pippa Wicks, Partner and Executive Director at John Lewis, said: “We’ve offered customers the option to buy larger branded home products directly from suppliers via for a number of years and we’re now expanding this into fashion, providing customers with even greater choice.

“As part of our plans to modernise the John Lewis brand, we’re expanding both the number of fashion brands and the range of those we already sell on In the future, we plan to bring onboard and expand many more of our fashion brands, giving customers even more of what they love.”

Confirmed brands coming before the end of 2021 include:

Womenswear: Dorina, Hot Squash, Knowledge Cotton Apparel, Little Mistress, Maison Scotch, Nudea, Oola Lingerie, Playful Promises, Sculptress Lingerie

Menswear: Ben Sherman, Crew Clothing, Dedicated, Farah, Harrys of London, Koy Clothing, Psycho Bunny, Raging Bull, Spoke London, Superdry

Childrenswear: Dinoski, Trotters, The Little Tailor

Accessories/footwear: Doughnut Bags, Hush Puppies, Just Sheepskin, Lefrik, Rocket Dog, Sperry, Ucon Acrobatics

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