John Lewis is making waves in the retail sector with the introduction of 36 new homeware brands this September. The move is a strategic effort to revitalise its offerings and attract customers from competitors like Marks & Spencer.
Key among the new additions is a stylish range of pots and pans from Stanley Tucci, further solidifying John Lewis’s foothold in the homeware market.
Revamping the Homeware Range
John Lewis is ramping up its homeware collection in a significant way. The renowned department store is set to unveil an impressive 36 new brands. This expansion represents a 15% increase in their homeware, furniture, and lighting offerings compared to last summer.
Camilla Rowe, head of the home division at John Lewis, highlighted the effort to refresh the product range. She aims for substantial business growth through these initiatives.
A Strategic Move Against Competitors
The expansion is part of John Lewis Partnership’s broader plan to reclaim customers from Marks & Spencer.
John Lewis has historically held a stronger position in the home sector, capturing 4% of the market compared to M&S’s 1.5%, according to GlobalData.
M&S is known for its clothing and food, but John Lewis aims to leverage its market advantage by focusing on home goods.
Enhancing Customer Experience
Peter Ruis, who joined John Lewis in January as executive director, is leading the charge.
Ruis is prioritising customer service improvements, including increasing shop floor staff and identifying homeware as a key growth area.
John Lewis is also boosting its own-brand sofas, introducing 12 new designs. This is the largest investment in the category in a decade.
Significant Investments in Stores
John Lewis plans to update homeware concession stands and fixtures, with about 180 improvements across its homeware departments.
This includes installing more ‘shop within a shop’ concepts, dedicating space to specific brands.
Financial Commitment to Growth
The scale of investment in this homeware overhaul is substantial. John Lewis is spending nearly £1 million to refurbish the home department at its flagship Oxford Street store.
The company reported a pre-tax profit of £56 million for the year ending January, a significant improvement from the previous year.
Broader Strategy for Turnaround
Improving department stores is crucial to John Lewis Partnership’s turnaround efforts.
The company is focused on sustainably growing its market share, ensuring long-term success.
John Lewis’s partnership with Stanley Tucci and the introduction of 36 new homeware brands mark a significant milestone in its strategic growth.
By enhancing customer service and making substantial investments, John Lewis aims to reclaim its market leadership in the homeware sector.
