Forming part of what is being hailed as the ‘biggest revamp in John Lewis’ history’, the department store chain is readying to launch a cross category product collection under a new John Lewis & Partners brand – and greeting cards feature in the line-up.
Launching in all John Lewis stores in September in a clearly defined space, the John Lewis & Partners gift and greeting card collection will comprise 350 products, including 100 greeting cards.
Sara Allbright, buyer of gifts and candleshop for John Lewis who is heavily involved in the creation of the new collection told PG Buzz, that the launch is “all part of our drive for product differentiation.”
Sara confirmed that either the products would be specially developed for John Lewis, exclusive to the department store group or “sheltered,” as in not widely available elsewhere.
She explained that John Lewis’ different buying offices have been working closely together to create the collection, which spans from greeting cards to real plants, books to gin, candles to confectionery. The range debuts in all John Lewis stores in September.
The news of the John Lewis & Partners collection comes coincides with the announcement that John Lewis is to undergo a radical overhaul of its stores in a bid to claw back sales and increase profits. As part of this, JLP is to turn 15 of its existing stores into ‘pilot stores’, which will experiment with classes, personal styling and a front-of-house concierge. For its Oxford Street flagship in London, the grand plan includes a rooftop bar and pop-up cinema, as well as major refurbishment of its womenswear floor (which will showcase an expansive John Lewis & Partners range) and a new shoe room in partnership with Kurt Geiger.
Explaining the rationale behind the developments, John Lewis’ managing director Paula Nickolds described the current time as “one of the most disruptive periods in our history but it is a time of opportunity. We are well placed to take advantage of that. While others are cutting back now is the time to take advantage, to innovate and differentiate.”