Why John Lewis introduces 100 premium brands

John Lewis is making a bold move to reclaim its position at the forefront of fashion retail, announcing the arrival of 100 new brands – including a Mulberry collection created exclusively for the chain.

Curation over volume

John Lewis shelves will soon feature premium collections from luxury and contemporary labels, including Akyn, By Malene Birger, Iro, Japanese outdoor specialist Snowpeak, and British designer Nigel Cabourn. The addition of 25 exclusive Mulberry handbag and accessory designs marks the centrepiece of the retailer’s exclusivity strategy.

John Lewis currently carries 650 clothing brands, but the retailer’s latest approach emphasises a selective, high-quality assortment rather than simply increasing its offer. The strong focus on exclusivity and unique collaborations forms an attempt to differentiate from other department stores and boost premium consumer appeal during a difficult period for British retail.

The new brand launches come as part of a wider investment totalling 800 million pounds (almost a billion euros), as new CEO Peter Ruis was hired to execute a sweeping turnaround. The retailer aims to double its annual clothing sales to 2.5 billion pound (3 billion euros). To support the fashion revamp, updated store environments and a renewed commitment to customer service are in the pipeline.