John Lewis boss Wicks lays down gauntlet to M&S and Next with Anyday launch

Pippa Wicks John Lewis Executive Director

John Lewis boss Pippa Wicks believes the retailer can wrestle sales from high street rivals Marks & Spencer and Next through the launch of its new entry-level brand Anyday.

Wicks predicts the new label could have the same impact at John Lewis as Essential Waitrose – the grocer’s value range, now worth more than £1bn in annual sales – has had at its Partnership stablemate.

John Lewis lifted the lid on the new Anyday brand on Friday, which will be sold in stores and online from today.

The retailer said the range, which consists of 2,400 products across homewares, technology, baby care and baby clothing, is its “most affordable” ever, with average prices 20% lower than its existing own-brand lines.

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