John Lewis has revealed it is making bold investments in its Home brand to reinforce its position as ‘a lifestyle leader and expert on everyday home products’.
This month the retailer will launch a glossy home publication called ‘Foundation’ which will be published bi-annually. The inaugural issue will be posted to more than 250,000 customers including My John Lewis members.
The launch coincides with John Lewis’ spring home marketing campaign, ‘One thing can make the room’, which is the biggest home campaign the retailer has run since 2021. It centres on the idea that whether it’s a statement sofa, a sculptural lamp, or the perfect bed, one thing can make the room, and showcases exclusive hero products from John Lewis’ S/S collections.
“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%”
In another move to highlight John Lewis’ in-house design expertise, the retailer will work with the winner of this year’s ‘Interior Design Masters’: a BBC One reality TV series where 10 aspiring interior designers compete to win a life-changing contract. The winner will have the opportunity to design their own homeware collection in collaboration with John Lewis’ 23-strong in-house design team, led by newly appointed head of home design David Barrett.
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 customers with our style.”
She added: “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.”
This spring John Lewis is adding 30 brands to its Home offer including Harlequin x Henry Holland, West Elm, and By Hope; as well as a collaboration with British design house Sanderson.
John Lewis operates 34 shops across the UK as well as johnlewis.com.
