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John Lewis unveils new branding and campaign putting the focus on its partners

Lauretta Roberts
04 September 2018

John Lewis has today unveiled new branding and a new campaign placing emphasis on the business's status as a partnership.

For the first time in the retailer's 154-year history the retailer has added the words & Partners to its branding for both John Lewis and supermarket Waitrose. 

The branding will first be unveiled on the retailer's flagship store on Oxford Street in London, its new shop at White City, Westfield, and at Waitrose’s shops in Edgware Road and Clerkenwell in London; as well as on,, carrier bags, uniforms, trolleys, marketing activity, internal shop signs and selected lorries and vans.

It will be rolled out across the rest of the store estate and vans in the coming years and will be phased to co-incide with refurbishment plans.

John Lewis

At the centre of the new marketing campaign, which is its largest ever outside of Christmas, is a new TV and cinema ad showing a group of children putting together a school performance of Queen's Bohemian Rhapsody conveying the key message that when you are part of something, you put your heart into it. It ends with the line: "For us, it’s personal."

Paula Nickolds, John Lewis & Partners, Managing Director said: “Our Partnership business model and the inherent strength of our Partners really sets us apart. That’s why the change to our visual identity this week puts Partners back at the heart of everything we do. This move not only reflects the business we have become but more importantly, the business we want to be.”

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