What: John Lewis experiences selling its new private label outside of its own stores.

Why it is important: It is all about brand equity, making sure that customers value the label for its quality, and then create the traffic towards the department store.

John Lewis has open a free standing store dedicated to ANYDAY, its homeware, tech and clothing private label, priced 20% lower than the other John Lewis brand ranges. It is strategically positioned to attract a new kind of clientele, according to Pippa Wicks, the CEO.

The objective of this store is to build brand awareness and direct traffic towards the nearby John Lewis department stores.

John Lewis opens ANYDAY experiential store at Highcross