John Lewis adds 100 premium fashion brands to challenge Next and M&S
What: John Lewis is accelerating its fashion transformation by adding 100 new brands, exclusive collaborations, and premium own-label collections as part of an GBP 800m turnaround strategy.
Why it is important: The retailer’s fashion push highlights the critical role of leadership, data-driven assortment, and store investment in driving differentiation and growth amid shifting consumer expectations.
John Lewis is making a decisive move to reposition itself in the UK fashion market by launching a major expansion of its clothing offer, adding 100 new menswear and womenswear brands alongside exclusive collaborations with high-end labels like Mulberry. This initiative, which builds on the addition of 49 brands earlier in the year, is part of an ambitious GBP 800 million turnaround programme that also includes store refurbishments and increased shop floor staffing. Under the leadership of Peter Ruis, the retailer is focusing on premium, curated assortments and own-label innovation, such as its largest-ever cashmere collection, to attract discerning customers and differentiate from competitors Next and M&S. The strategy is designed to give shoppers more reasons to visit stores and to double fashion revenue from GBP 1.2bn to GBP 2.5bn. With M&S’s recent cyber attack disrupting its operations, John Lewis is well positioned to capture additional market share, leveraging its refreshed brand mix, exclusive partnerships, and enhanced in-store experience to drive growth and customer loyalty.
IADS Notes: John Lewis’s bold fashion expansion and strategic transformation are well documented by Drapers (July 2025), which details the retailer’s AW25 collection, new premium menswear brand, and leadership appointments under Peter Ruis, as well as the ambition to double fashion revenue. Retail Week (February 2025) highlights the addition of 49 new brands for spring/summer, reflecting a focus on emerging designers and a dynamic evolution of the fashion range. Fashion Network (May 2025) and Drapers (July 2025) showcase the launch of the Editions collection and exclusive collaborations with designers like Rejina Pyo, underscoring a data-driven approach to portfolio management and premium positioning. WWD (October 2024) reports on the GBP 800 million investment in store renovations and experiential retail, while Retail Week (October 2024) explores Peter Ruis’s vision for brand curation and customer engagement. The retailer’s opportunity to capture market share amid M&S’s cyber-attack disruption is noted by Drapers (June 2025), and Retail Week (July 2025) confirms John Lewis’s improved customer satisfaction and the positive impact of its transformation investments. Collectively, these sources illustrate how John Lewis is leveraging leadership, investment, and brand curation to reposition itself as a leading force in UK fashion retail.
