Exclusive: John Lewis expands fashion offer with 20 new brands

The new brands include Olivia Rubin, Sister Jane, Vivere and Batsheva x Laura Ashley across a range of categories, including premium boutique and premium denim.

John Lewis said that the new collection of brands would “supercharge” the overall fashion offering and would sit alongside its portfolio of “well-loved brands” including Hush, Whistles, Albaray and Baukjen, as well as its in-house designers.

The 20 new brands — 19 revealed below and the final one to be announced very soon — add to the 109 new fashion brands introduced to the John Lewis portfolio over the past year, including Nobody’s Child, Aubin and Rag & Bone.

The new additions are expected to launch online next week, as well as being available in selected stores.

Commercial director Kathleen Mitchell said: “We have long been the place where brands come to life, whether that is hosting global names or nurturing newcomers.

“Last year was our biggest year for fashion — it was up 13% on the year — and we have seen a really strong response to spring/summer, so we believe we are on the right track.

“Building on this momentum, we look forward to introducing more exciting new brands to our customers this autumn, cementing us as the style destination for mid-premium fashion on the high street.”

Head of fashion brands Beth Pettet said: “We will continue to both tailor our offer to our customer needs and also search and discover the best new brands — it is important that we offer something distinct and different to the product they can find elsewhere.

“What I’m most excited about with this season for fashion is the launch of our new boutique brands, which include some fantastic exclusives such as Vivere and Batsheva x Laura Ashley. By bringing in these contemporary brands not only are we appealing to new shoppers but we are offering something exciting and surprising to our existing customers.”