John Lewis is making a strategic effort to strengthen its Home brand in order to solidify its position as a lifestyle leader in the market. The department store has appointed David Barrett as its new head of design to lead the charge in building up the Home category.
Barrett, who previously worked at John Lewis for almost a decade, returns to the company to spearhead product innovation for own-brand furniture. In addition to this new leadership appointment, John Lewis is making significant investments in its Home brand, including adding 30 new homeware brands, launching a biannual home publication called ‘Foundation,’ and introducing a homeware-focused spring marketing campaign called ‘One thing can make the room.’
Furthermore, John Lewis will be collaborating with the winner of the BBC Interior Design Masters TV competition, who will have the opportunity to design their own homeware collection alongside the retailer’s in-house design team.
The decision to invest in the Home brand comes as the category’s customer base has grown by 11 percent in the past year. John Lewis brand director, Rosie Hanley, emphasized the company’s focus on quality, service, and a wide range of home products. The investments being made this spring are aimed at inspiring customers with the retailer’s signature style and further cementing John Lewis as a go-to destination for home goods.
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