Greenbee will offer financial, travel and leisure services. John Lewis Partnership has teamed up with specialists partners including Axa, See tickets and Expedia. Customers will be able to book holidays and theatre tickets, as well as purchase travel, wedding and home insurance.
The venture is targeted at existing Partnership customers, with the aim of increasing the amount John Lewis cardholders spend with the company.
Greenbee managing director James Furse (pictured) said: 'We reach approximately a third of customers total spend, but our research shows with this we could reach approximately 70 per cent.'
Greenbee.com, which went online this morning, will also offer links to existing partnership services such as Waitrose Wine Direct and John Lewis.com, as well as the travel and entertainment services. Home services are planned for spring. Customers will also be able to access services over the phone.
Furse said: 'Customers of John Lewis and Waitorse keep telling us that they would like to have the same level of trusty and confidence in other areas of their shopping that they have grown accustomed to with us - and that is the essence of Greenbee. It will not be price-led, but about value. But we will be price competitive.'
A new glossy magazine, Source, has been launched to coincide with the venture. The bi-monthly will showcase Greenbee, Waitrose and John Lewis products and services. It will be available free to customers in Waitrose supermarkets and John Lewis Department stores.
Greenbee products will not be sold in John Lewis and Waitrose stores, but will be advertised in stores.