John Lewis Announces £1bn Ambition For Home Own Brand Collections

John Lewis has announced its ambition to grow its own brand Home business to £1bn of annual revenue by 2020. In addition to this, the retailer said it plans to continue to expand its exclusive relationships with external brands.

The department store stated that it plans to build on its success by placing design credentials and quality firmly at the heart of its growth plans. Key to this will be the introduction of its new Design Project collection this Autumn, a 250-piece collection designed in-house which the retailer said was targeted at customers looking to introduce progressive contemporary pieces into their home.

John Lewis added that will also continue to build its existing own brands – including House and Croft. The retailer has also recently launched a string of exclusive collaborations with external brands, including Loaf and West Elm, and dining chain Leon.

John Lewis recently invested £14m in its flagship Oxford Street Home department, and has opened new ‘Home Hub’ departments at its new branches in Horsham, Basingstoke and Birmingham – a dedicated area bringing together all of John Lewis’ home services. New shops opening in Chelmsford and Leeds this year will also contain a Home Hub.

Christine Kasoulis, Buying Director for Home at John Lewis, said: “£1bn sales from our own brand will be a landmark milestone for John Lewis, and it’s a reflection of our belief in our John Lewis design credentials and assortment. I’m passionate about the products our in-house design team are creating, and this ambition will be led by our latest collection, Design Project. It’s a visually arresting collection with items which are thoughtfully designed and made from the best materials.”

In recent years, John Lewis home products have gone on sale around the world via shop-in-shops tie-ups with a host of international retailer, the latest of which was Arnotts in Ireland.

NAM Implications:
  • Worth a what-if on this policy also being on the agenda at Waitrose?