John Lewis is to launch a luxury shop fit for its womenswear range in its Cardiff store to drive its fashion credentials as it relaunches its online clothing site.

The department store retailer relaunched its online fashion site today, at, which has more than 200 fashion and beauty brands.

John Lewis plans to to add £70m to John Lewis’ online fashion sales by 2011. Fashion sales represent about 6% of’s total sales and the department store is set to grow that by 30% this year. Over time it plans to launch more than 100 new brands online across all categories.

Brands available online will include Lulu Guinness, Steve Madden, Belstaff, Hudson Jeans, Elie Tahari, Mulberry, Ralph Lauren, Orla Kiely, Paul & Joe Sister, Nicole Farhi and Paul Costelloe.

John Lewis Direct managing director Robin Terrell said: “Fashion online is one of the biggest business opportunities for John Lewis over the next three years and there will be a significant step change in our customers’ shopping experience online”

The luxury shop fit in Cardiff, which opens on September 24, will be the second largest womenswear department after John Lewis’ Oxford Street store.

The area includes a designer area, contemporary jewellery and accessories fixtures, a denim wall and a feature ceiling. If successful it will be rolled out to the majority of John Lewis stores during the next two years.

Peter Ruis, buying director, fashion at John Lewis, said: “The concept is designed to attract John Lewis customers who shop in other areas of our branches but have yet to reappraise our fashion offer. The new womenswear floor will deliver an edited and differentiated range of branded and own-brand products, in an inspiring environment. The floor will be easier to shop with different zones for designer, classic, contemporary and denim products.”

John Lewis is also to trial a click and collect service which could allow shoppers to order goods from the store’s website and pick them up from sister grocer Waitrose’s 213 supermarkets.

On Thursday, the department store will report its half-year results.