What: John Lewis introduces 49 new fashion brands for spring/summer season, including Harry Styles-backed S.S. Daley, as part of strategic brand evolution.

Why it is important: The introduction of new fashion brands, particularly those with cultural relevance like S.S. Daley, shows how retailers are adapting their assortments to attract younger, fashion-forward customers.

John Lewis is significantly expanding its fashion offering with 49 new brand signings for the spring/summer season, bringing its total brand portfolio to approximately 350, alongside its own-label collections. The introduction includes S.S. Daley, founded by Steven Stokey-Daley and backed by Harry Styles, marking the second brand introduced through the retailer's partnership with the British Fashion Council. Fashion Director Rachel Morgans emphasizes the evolution of their fashion range, particularly noting the dynamism in menswear where customers are becoming bolder in their choices. As a billion-pound fashion business, John Lewis aims to provide emerging designers with a significant platform, bridging the gap between fashion-forward design and nationwide appeal. The new brands will be rolled out progressively throughout the season.

IADS Notes: John Lewis's brand expansion reflects its broader transformation strategy. February 2025 data shows a comprehensive focus on enhanced customer experience, supported by October 2024's GBP 800 million investment in retail transformation. This aligns with CEO Peter Ruis's October 2024 mission to make the retailer 'radically relevant', addressing March 2024's analysis that the company needed to move beyond its heritage focus. The introduction of new brands, including S.S. Daley, builds on August 2024's reshaping of buying and merchandising teams, demonstrating how John Lewis is modernizing its fashion offering while maintaining its reputation for quality. These developments show the retailer's commitment to balancing traditional strengths with contemporary appeal through strategic brand partnerships and enhanced customer experiences.

John Lewis adds 49 new fashion brands