What: John Lewis introduces a digital supplier platform, streamlining new brand launches and reinforcing its premium retail strategy.

Why it is important: Accelerating brand onboarding through digital transformation strengthens John Lewis’s competitive edge and sets a benchmark for multi-brand retail.

John Lewis’s launch of a digital supplier platform marks a strategic advancement in its efforts to modernize and reinforce its premium retail positioning. By streamlining the onboarding process for new brands, the retailer is able to accelerate product launches and respond more swiftly to evolving consumer preferences. This move is integral to John Lewis’s broader transformation, which includes significant investments in both digital and physical infrastructure, as well as the expansion of its premium fashion assortment through exclusive collaborations and the addition of 100 new brands. The platform, developed in partnership with Mirakl and Russell & Bromley, not only enhances supplier collaboration but also exemplifies the retailer’s commitment to innovation and agility. Leadership changes, such as the appointment of Dom McBrien as chief digital and omnichannel officer and the strategic direction set by fashion director Rachel Morgans, further support this customer-centric approach. Collectively, these initiatives position John Lewis at the forefront of multi-brand retail, setting new standards for speed to market and supplier engagement.

IADS Notes: The launch of John Lewis’s supplier brands platform in October 2025 (Fashion United) is a direct extension of its transformation strategy, which included the addition of 100 premium brands and exclusive collaborations in August 2025 (Retail Gazette). Under Peter Ruis’s leadership, the retailer has focused on repositioning itself in the premium sector and investing in innovation, as detailed in February 2025 (Drapers). The appointment of Dom McBrien as chief digital and omnichannel officer in August 2025 (The Retail Bulletin) and the strategic leadership of Rachel Morgans in June 2025 (Drapers) further underscore John Lewis’s commitment to digital transformation, omnichannel growth, and customer-centric brand partnerships.

John Lewis sets up supplier brands platform to accelerate new launches