John Lewis to rival M&S and NEXT with launch of 100 new 'quality' brands

John Lewis is stepping up its fashion ambitions with the launch of 100 new brands, including an exclusive Mulberry collection, as it seeks to sharpen its premium positioning and win market share from high street rivals.

Launching this autumn, the expanded range will feature luxury handbags and accessories from Mulberry – 25 styles created only for John Lewis – alongside premium womenswear and menswear labels such as Akyn, By Malene Birger and Iro. Outdoor brand Snowpeak and parkas from British designer Nigel Cabourn are also joining the line-up, according to The Telegraph.

The retailer, 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.

Rachel Morgans, Director of Fashion at John Lewis, said: "We’re carefully curating a premium quality range that offers customers something different. When it comes to brands, we’re not chasing numbers, but focusing on those that appeal to our customers and offer something new."

The initiative is part of an £800 million turnaround programme overseen by Peter Ruis, the former Jigsaw and Anthropologie boss appointed last year to lead the department stores. His goal is to more than double clothing sales from £1.2 billion to £2.5 billion, with fashion playing a central role in John Lewis’s revival.

In addition to new brand partnerships, the retailer is investing in its own-label lines. This autumn will see the launch of its largest-ever cashmere collection, expected to lift sales of the heritage staple by at least 20%. Store refurbishments and an increased focus on customer service are also central to the plan.

Industry experts say the strategy could pay off at a time when competitor M&S has been battling the impact of a major cyber attack that left its online operations offline for weeks.

Louise Deglise-Favre of Global Data, said: "John Lewis is strengthening its fashion credentials just as M&S faces disruption, which could open the door for it to capture additional market share."

With its Mulberry exclusives and a premium push, John Lewis is signalling it intends to be a force in fashion once again.