Department store business John Lewis is investing in its home range as it seeks to cement its position as a “lifestyle leader”.
John Lewis is adding 30 new brands to the Home offer including Harlequin x Henry Holland, West Elm and By Hope, as well as a collaboration with design house Sanderson.
The bolstered range coincided with the launch by John Lewis of a glossy twice-a-year publication called Foundation, which will be sent to 250,000 customers, and the debut of the retailer’s latest spring home marketing campaign, ‘One thing can make the room’.
The campaign is the biggest the retailer has run in the home category since 2021 and showcases exclusive products from the retailer’s collection.
John Lewis has also appointed a new head of design, David Barrett
John Lewis brand director Rosie Hanley said: “We hold a unique position in the UK home market. Over one-third of the population shop with John Lewis and last year, home customers grew by 11%. We’re trusted for our quality, service and unrivalled range of home products. The investment we’re making in our brand this spring is to inspire our customers with our style.
“Printed publications that you want to keep and display are having a revival, so our new publication is a great way to showcase our incredible home products and reinforce our authority as a style leader in the home space.”
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