John Lewis has appointed a former Ikea developer to lead on its new direction and vision for its home range.
Charlotta Elgh joined John Lewis as its first design director for home this month, which the retailer said represented a “shift in the design direction” for its home and furniture offer.
Elgh spent 14 years at Ikea, most recently as development leader of concept, and is an experienced design director for global brands and the owner of an advertising agency.
Elgh said: “I am thrilled to join John Lewis and be part of such an iconic British brand.
”My vision for home is simple: I want to make it easy for customers to shop with us and identify their own style, whilst also ensuring we design for a number of different price points. Starting with spring we are moving forwards with two distinct trends that highlight and champion our heritage. My vision for every home product we sell is that each and every design that comes from my team is iconically John Lewis – the attention to design details, the quality and the timeless style – meaning it is undeniably part of our range.”
John Lewis said the new vision, which would begin to roll out in spring, would introduce a new pared-back interior lookbook following two trends: modern and classic.
The first of the lines includes upholstery made in the UK in reimagined archival patterns and the vision will be across every home product category by autumn.
“I want to simplify the interiors for our customers, making it stylish, accessible, functional and easy to shop,” said Elgh.
”I think about it like a recipe card, for example when it comes to soft furnishings you start with a plain colour, layer on stripes and add in a graphic. I want to give our customers the confidence to make these choices and discover their own unique style.”
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