John Lewis is ready to associate with dozens of latest manufacturers, together with a Harry Types-backed style label, because it seeks to sharpen its model credentials.
The British division retailer is working with 49 new manufacturers for its spring and summer time 2025 assortment, as a part of efforts to revive clothes gross sales.
It mentioned the selection of latest labels additionally displays a buyer shift in direction of “extra thrilling” menswear traces.
John Lewis’s Vogue Director, Rachel Morgans, mentioned the manufacturers and merchandise ought to make clients “sit up and take discover”.
It comes after the retailer, which runs 34 department shops throughout the UK, reported weaker gross sales from its style arm within the first half of the newest monetary 12 months, because it blamed stress on clients’ budgets.
Nevertheless, rivals NEXT and Marks & Spencer have revealed stronger commerce in clothes in latest months.
John Lewis mentioned the launch of latest designers is a part of an effort “to modernise its provide” below lately appointed boss Peter Ruis.
The brand new manufacturers embody SS Daley, based by London-based designer Steven Stokey-Daley.
Harry Types in Steven Stokey-Daley’s SS Daley style label final 12 months (Ian West/PA)
Types invested within the label final 12 months after the designer was requested to decorate the previous One Path star for the video for his music Golden.
Different new additions embody Scandi manufacturers NN07, a favorite of actor Jeremy Allen Scott, and Norse Initiatives.
Following the brand new launches, John Lewis will promote round 350 style manufacturers, alongside its own-label ranges.
The retailer can also be increasing ranges from current label with unique traces from Barbour, Gant and Ralph Lauren’s “Polo Bear” assortment.
Morgans mentioned: “Our style vary definitely isn’t ‘because it was’ – we’ve nonetheless acquired the standard that individuals worth however are introducing sharper designs from thrilling new designers, which is able to make our clients sit up and take discover.
“Designs from the likes of SS Daley are the kinds of items that make individuals cease and ask ‘The place did you get that?’”
