John Lewis is set to expand its online fashion offering with the addition of 100 new brands over the next 12 months and also allow fashion labels to sell directly on its website.
The plan is to launch more than 40 new brands in the next six months by allowing, for the first time, fashion brands to sell their products directly on John Lewis’ ecommerce platform.
Key brands set to launch on the John Lewis site include plus-size lingerie brand Oola and inclusive menswear brands Raging Bull and Spoke London, as well as sustainable brands Knowledge Cotton Apparel, Dedicated and Lefrik – all of which utilise organic or recycled fabrics.
John Lewis added it would grow its range of more affordable brands online including Crew Clothing, Dorina Lingerie and Lands’ End.
The expansion of the fashion ranges online form part of John Lewis’ wider turnaround and modernisation strategy as it responds to a shift in customer shopping behaviour that has become digital-first, especially in the wake of the Covid-19 pandemic.
It also comes after the retailer expanded its fashion and beauty offering earlier this year, with the addition of 50 new brands in response to the “casualisation” trend from the Covid-19 pandemic.