John Lewis opens website to third-party fashion brands in D2C push

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Department store group John Lewis is to introduce 100 third-party fashion labels to its website over the next 12 months, creating a direct-to-consumer platform for brands.

John Lewis will also expand existing ranges, enabling customers to access more products from brands it already carries.

The first 40 new brands will go on the John Lewis website over a six-month period from now.

Some of the new brands are being brought on board to woo a more diverse group of shoppers. They include plus-size lingerie label Oola and inclusive menswear brands Raging Bull and Spoke London.

Reflecting increased consumer interest in “sustainable and conscious shopping”, brands that use organic or recycled products are also being introduced including Knowledge Cotton Apparel, Dedicated and Lefrik.

Other new names include Farah, Simon Carter and Trotters childrenswear.

John Lewis executive director Pippa Wicks said: “We’ve offered customers the option to buy larger branded home products directly from suppliers via johnlewis.com for a number of years and we’re now expanding this into fashion, providing customers with even greater choice.

“As part of our plans to modernise the John Lewis brand, we’re expanding both the number of fashion brands and the range of those we already sell on johnlewis.com.

“In the future, we plan to bring on board and expand many more of our fashion brands, giving customers even more of what they love.”

The sale of third-party brands through retailers’ platforms has been on the rise. Next was one of the pioneers and Marks & Spencer has recently introduced external brands to its website.