John Lewis adds 30 new brands to ‘modernise’ offer

The department store retailer said the host of new brands it is recruiting, which include Sosandar, Fat Face and Fila trainers, have been selected “because they respond directly to the new needs of the nation as customers are opting for more casual wardrobe choices”.

John Lewis said these new brands will “help modernise” its offering, and that early sales across its new athleisure category, which includes Adidas by Stella McCartney and Calvin Klein Performance, are “exceeding expectations”.

The department store retailer has bolstered its third-party brand offering across its womenswear, menswear, beauty, accessory and sportswear lines, with the bulk of new lines being added across women’s fashion.

Some of the brands that have been added to John Lewis’ roster will be online-only, whereas others, such as New Balance and menswear vintage label Dukes Cupboard, will also be available in selected stores.

John Lewis fashion director Christine Kasoulis said: “As part of the work we’re doing to modernise John Lewis, we’re introducing new brands that we feel really resonate with the needs of our customers at this current time, whether that’s comfortable, stylish loungewear that’s smart enough for a Zoom call or skincare products that enhance their natural complexion.

“Our aim is to be the preferred fashion partner for brands. We’re proud to be able to offer these fantastic brands a broader platform and network that enables them to reach even more customers. These new brands are designed to inspire and delight and will provide our own customer base with even more beauty and fashion options to shop at John Lewis.”