Peter Ruis bets big on fashion at John Lewis
What: John Lewis unveils extensive AW25 fashion collection and new premium menswear brand while announcing ambitious plans to double its GBP 1.3bn fashion business.
Why it is important: This ambitious growth strategy, backed by new premium brand partnerships and expert leadership appointments, positions John Lewis to capture a larger share of the UK's premium fashion market.
John Lewis is embarking on a significant fashion elevation strategy, unveiling its AW25 collection with a distinctly Highland-inspired aesthetic. The collection features sophisticated pieces including a burgundy suit with asymmetrical frilling and a soft leather midi dress, alongside technical menswear pieces in olive and mossy green shades. The retailer's fashion ambitions are further demonstrated by the launch of J. Lewis, a new premium menswear brand focusing on high-quality fabrics from European mills. Executive director Peter Ruis has strengthened the leadership team with strategic appointments, including Vikki Kavanagh from Net-A-Porter as chief commercial officer and Anna Braithwaite from M&S as chief customer officer. The expansion includes partnerships with prestigious brands such as MM, Akyn, and Paul Smith, reflecting the retailer's commitment to premium fashion. Despite challenging economic conditions, including 3.6% inflation, Ruis remains confident in his vision to double the fashion business from its current GBP 1.2-1.3bn revenue, citing John Lewis's financial stability and growing appeal to wholesale brands.
IADS Notes: John Lewis's ambitious fashion strategy under Peter Ruis builds upon a comprehensive transformation journey that began with his return in January 2024. Following an GBP 800 million investment announced in October 2024, the retailer has systematically enhanced its fashion credentials, as evidenced by February 2025's addition of 49 new premium brands and May 2025's launch of the Editions collection. The appointment of former Net-A-Porter MD Vikki Kavanagh in April 2025 has accelerated this elevation strategy, while the successful PS Paul Smith collaboration demonstrates the retailer's growing appeal to premium brands. This fashion-forward approach has already shown results, with tailoring sales increasing by 20% and the retailer overtaking M&S in customer satisfaction polls by July 2025.
