John Lewis targets home market dominance with 30 new brands and key investments
John Lewis is doubling down on its position as a lifestyle leader with a series of strategic investments in its Home brand.
John Lewis is doubling down on its position as a lifestyle leader with a series of strategic investments in its Home brand.
The retailer is set to launch a new home publication, Foundation, alongside a major spring advertising campaign as part of its commitment to growing its homeware division.
As part of its efforts, John Lewis is expanding its Home range by introducing 30 new brands, including collaborations with Harlequin x Henry Holland, West Elm, and By Hope, as well as a highly anticipated partnership with British design house Sanderson.
In addition to the new brands, the business will release a bi-annual glossy magazine, the first of which will be sent to over 250,000 customers including My John Lewis members, aims to further solidify its authority in home products.
The inaugural issue will showcase John Lewis’s expertise in style and design, while featuring exclusive content for its dedicated customer base.
The new publication launch is accompanied by the largest home marketing campaign John Lewis has undertaken since 2021. Titled ‘One thing can make the room’, the campaign highlights key pieces from its spring/summer collections, focusing on the concept that a single item – whether it’s a bold sofa or a striking lamp – can transform a space.
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John Lewis brand director Rosie Hanley said : “We hold a unique position in the UK home market. Over one-third of the UK population shop with John Lewis, and last year home customers grew by 11%. We’re trusted for our quality, service, and unrivalled range of home products. The investment we’re making in our brand this spring is to inspire our customers with our style.”
Alongside the publication and campaign, the retailer is collaborating with the winner of this year’s BBC Interior Design Masters TV competition. The winner will work with its 23-strong in-house design team, led by David Barrett, to create a bespoke homeware collection.
Hanley continued: “Printed publications that you want to keep and display are having a revival, so our new publication is a great way to showcase our incredible home products and reinforce our authority as a style leader in the home space.”
John Lewis’s investment also extends to expanding its Home offering with 30 new brands, including collaborations with Harlequin x Henry Holland, West Elm, and By Hope, as well as an exciting partnership with British design house Sanderson.
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