John Lewis is set to unveil a wide array of new homeware brands, including a line of pots and pans by actor Stanley Tucci, in a strategic move to rejuvenate its retail offerings and attract middle-class shoppers from rival Marks & Spencer.
The renowned department store plans to introduce 36 new lighting, kitchenware, and furniture brands this September, adding to the 130 new homeware brands it has launched over the past year. This expansion will result in a 15% increase in John Lewis’s homeware, furniture, and lighting range compared to last summer.
Camilla Rowe, head of the home division at John Lewis, highlighted the company’s efforts to revitalise its product range, aiming for significant business growth. This initiative is part of John Lewis Partnership’s broader strategy to reclaim customers from Marks & Spencer, which has been successful in drawing supermarket shoppers away from John Lewis-owned Waitrose.
While M&S is renowned for its clothing and food, it also offers home goods, including kitchen equipment and lighting. Historically, John Lewis has held a stronger position in this sector, capturing around 4% of the home market compared to M&S’s 1.5%, according to industry group GlobalData.
This expansion is seen as a strategic effort by John Lewis to leverage its market advantage, reviving its department stores and continuing its turnaround. Peter Ruis, who joined John Lewis in January as executive director, is leading this push. Ruis has been focusing on enhancing customer service, including increasing shop floor staff, and identifying homeware as a key growth area.
As part of this initiative, John Lewis is significantly boosting its selection of own-brand sofas, introducing 12 new designs in what is its largest investment in the category in a decade. This move contrasts with M&S’s recent decision to scale back its range of large own-brand furniture.
Additionally, John Lewis plans to invest in updating homeware concession stands and fixtures, with around 180 improvements across its homeware departments, including 150 updates this year. This includes the installation of more “shop within a shop” concepts, dedicating space to specific brands.
The scale of investment in this homeware overhaul is considerable. John Lewis is reportedly spending nearly £1 million to refurbish the home department at its flagship Oxford Street store in London.
Improving its department stores is crucial to John Lewis Partnership’s turnaround efforts. In February, the company reported a pre-tax profit of £56 million for the year ending January, a significant improvement from the £234 million loss the previous year, marking its first annual profit since the pandemic.
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