John Lewis has revealed plans to roll out a cheaper fashion line under its Anyday banner.
The retailer is continuing its flight to value as part of its overhaul strategy after it received customer criticism for its high price points.
The department store chain launched its Anyday homewares and furniture range in April, and is now expanding its reach to include womenswear, menswear and childrenswear.
More than 2,400 Anyday products are already available in John Lewis stores, with 700 product lines for its clothing range to be added next week.
Prices are expected to start as low as £4, as the high street stalwart takes on its online fast-fashion competitors.
John Lewis will also add key products from childrenswear, cookshop, nursery and home office into Waitrose stores from September - over 120 stores will offer around 300 product lines.
John Lewis executive director Pippa Wicks said: “Anyday is a step-change for John Lewis and forms an important part of our business transformation plans.
“It was created to deliver style, quality and value for money for everyday moments, and has been our most successful own-brand home launch for a spring season to date.
“The strong reaction from customers has led to nearly £60m in sales in the first four months.”
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