John Lewis & Partners is stepping up its menswear offer with new brands and a styling service.
The department store group, which last year reshaped its womenswear proposition, will make the changes to menswear this autumn.
From September, menswear will be anchored by two own-brands – John Lewis & Partners, a 280-piece collection that “takes a fresh point of view on menswear classics”, and Kin, which originally launched in 2013 and is being refocused for “durability and performance”.
The retailer will also offer customers a range of “emerging brands” which will be expanded every season and are positioned “at the cooler edge of accessible”.
The retailer has introduced 17 brands since the start of the year, including Wax London and Les Basics, and most of the designs produced are exclusive to John Lewis. It’s All Good Folk and Albam Unity will launch in John Lewis this autumn.
A men’s personal styling service will also open in the autumn at John Lewis’ Oxford Street flagship on a revamped 20,000 sq ft menswear floor that will include a 1,000 sq ft “experiential space that will encourage customers to try something new”.
John Lewis & Partners head of menswear Beth Pettet said: “Our team of expert partners have put our customer at the heart, striving to offer an independent point of view with our dynamic design and buying approach.
“The investment in our standalone brands and our strong branded collections sits alongside an enhanced range of services that leverage the expertise of our partners. This will all combine to mark the next phase in our strategy to offer a unique shopping experience and will establish John Lewis as a fantastic destination for menswear.”
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