John Lewis to ramp up fashion credentials

Brands available online will include Lulu Guinness, Steve Madden, Belstaff, Hudson Jeans, Elie Tahari, Mulberry, Ralph Lauren, Orla Kiely, Paul & Joe Sister, Nicole Farhi and Paul Costelloe.

John Lewis Direct managing director Robin Terrell said: “Fashion online is one of the biggest business opportunities for John Lewis over the next three years and there will be a significant step change in our customers’ shopping experience online”

The luxury shop fit in Cardiff, which opens on September 24, will be the second largest womenswear department after John Lewis’ Oxford Street store.

The area includes a designer area, contemporary jewellery and accessories fixtures, a denim wall and a feature ceiling. If successful it will be rolled out to the majority of John Lewis stores during the next two years.

Peter Ruis, buying director, fashion at John Lewis, said: “The concept is designed to attract John Lewis customers who shop in other areas of our branches but have yet to reappraise our fashion offer. The new womenswear floor will deliver an edited and differentiated range of branded and own-brand products, in an inspiring environment. The floor will be easier to shop with different zones for designer, classic, contemporary and denim products.”

John Lewis is also to trial a click and collect service which could allow shoppers to order goods from the store’s website and pick them up from sister grocer Waitrose’s 213 supermarkets.

On Thursday, the department store will report its half-year results.