John Lewis seeks to bolster fashion credentials with Found boutique

• John Lewis will follow the Birmingham boutique with one in Liverpool
• Fashion brands sold at the boutique include Bruuns Bazaar, Des Petits Hauts and Samsøe & Samsøe
• It will also sell technology and homewares

The ‘Found at John Lewis’ fashion and lifestyle concept will launch at the new John Lewis store in Birmingham when it opens on September 24.

The 4,000 sq ft area will feature “niche” brands including BZR by Bruuns Bazaar, Des Petits Hauts and Samsøe & Samsøe.

It will “evolve” every six weeks and be used as a space to host experiences, installations and brand pop-ups.

A Joe and the Juice cafe will also be located in the area to offer customers to relax within the new concept.

John Lewis will also launch the new concept at its Liverpool store as part of a £4.5m refurbishment of the fashion and beauty departments later this year.

John Lewis brand and buying director Paula Nickolds said: “Found at John Lewis marks a fundamental shift in the way we sell fashion at John Lewis.

“It will feel fresh and visually authoritative, bringing together a new selection of brands with existing collections in a concise way within a beautiful setting. It will showcase our take on trends in a way that we hope will be desirable and inspirational for our customers coupled with the service and quality they have come to expect from us.”

Alongside fashion, Found at John Lewis will also sell technology, homewares and beauty products.

Technology products being sold there include MightyPurse, Frends headphones, Braven speakers and phone cases from Skinny Dip London and Sonix.

Nickolds added: “Found at John Lewis will bring together fashion, home and technology products in a way we haven’t done before.

“Through our customer insight we know our customers want an edited selection of products and they like all parts of their life to reflect their style, extending beyond their clothes to the candles in their homes and the headphones they wear.”