What: John Lewis partners with Russell & Bromley and Mirakl to introduce a direct-shipping supplier platform, strengthening its premium brand strategy.

Why it is important: This move reflects John Lewis’s commitment to digital innovation and premium positioning, building on recent leadership and assortment strategies.

John Lewis has unveiled a new supplier platform, developed in partnership with Mirakl and launched alongside luxury footwear brand Russell & Bromley, to accelerate the onboarding of premium brands and enhance its digital agility. This initiative is designed to make the retailer more responsive to consumer demand by streamlining the listing and sales process for new brands, particularly in the premium segment. The platform’s direct-shipping model reduces time to market and supports John Lewis’s broader ambition to elevate its fashion offering, as articulated by fashion director Rachel Morgans. The move comes amid a significant transformation at John Lewis, including the addition of 100 new brands, the launch of its own premium menswear label, and a renewed focus on omnichannel capabilities such as “deliver from store.” Executive director Peter Ruis, who returned to lead the company’s transformation, has emphasised the momentum and excitement within the fashion division, aiming to double its business in this area. These efforts collectively underscore John Lewis’s strategy to reposition itself as a leader in premium retail through technological innovation, curated brand partnerships, and enhanced customer experience.

IADS Notes: John Lewis’s introduction of this supplier platform directly extends its transformation strategy, highlighted by the addition of 100 premium brands and exclusive collaborations in August 2025 (Retail Gazette). Under Peter Ruis’s leadership, the retailer has focused on doubling fashion revenue and repositioning itself in the UK’s premium sector, as seen in July 2025 (Drapers). The launch of own-brand premium collections and the appointment of Dom McBrien as chief digital and omnichannel officer in August 2025 (The Retail Bulletin), along with rapid delivery initiatives in July 2025 (Retail Week), all demonstrate a commitment to agility, innovation, and customer-centric growth.

John Lewis introduces new supplier platform as it ups focus on premium brands