John Lewis has added a clutch of new brands across womenswear and beauty categories in response to shoppers favouring more casual attire in the current climate.
The department store retailer will start selling Spanish fashion brand Mango this month alongside other new additions including Banana Republic, Honey & Toast, Kemi Telford and Ro&Zo.
In addition, it is adding Rapha to its menswear range in April and will sell sought-after brands including Dickies, New Balance and Napapijri from this month.
John Lewis has also added Girlfriend Collective and Ninety Percent to its athleisure range, which already includes Sweaty Betty and Athleta.
In beauty, the retailer has added It Cosmetics to its stable, with further brand partnerships set to be unveiled later this year.
John Lewis said this clutch of new brands had been selected in response to the growing “casualisation” across customers’ wardrobes as many ditch more formal attire due to home working and limited social interactions.
John Lewis head of womenswear Jo Bennett said: “The pandemic has accelerated the casualisation of our wardrobes that was already in the making – great puffer jackets, elevated loungewear and relaxed-fit dresses have become staples in our everyday dressing.
“We continue to evolve our fashion offer as our customers’ lifestyles shift and the new brands we are launching have been carefully curated to boost our mood and help us dress for the way we live now.”
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