What: John Lewis partners with Rough Trade to introduce curated vinyl collections across its department stores, responding to a 17% increase in turntable sales.

Why it is important: This strategic partnership capitalises on the vinyl revival trend while demonstrating John Lewis's commitment to expert collaborations, following their GBP 800 million investment in retail transformation.

John Lewis's partnership with Rough Trade marks a significant expansion into the resurgent vinyl market, bringing carefully curated collections of classic and contemporary albums to its department stores. The collaboration comes in response to growing customer demand, evidenced by a 17% increase in turntable sales over the past five years. Rough Trade's expertise ensures a sophisticated selection ranging from timeless artists like Marvin Gaye and Nirvana to contemporary performers such as Chappell Roan and Fontaines DC. This strategic move aligns with broader industry trends, as demonstrated by WHSmith's recent reentry into vinyl sales across 80 stores and HMV's successful pivot to record-focused retail. The partnership exemplifies how traditional department stores can adapt to changing consumer preferences while maintaining their commitment to quality and expert curation.

IADS Notes: The Rough Trade partnership in February 2025 exemplifies John Lewis's strategic transformation under Peter Ruis's leadership. This initiative builds upon the retailer's March 2024 decision to focus on core retail operations and strategic partnerships, while aligning with findings from their December 2024 trend report showing customers' increasing desire for integrated shopping experiences. The collaboration demonstrates how John Lewis is utilising its GBP 800 million retail transformation investment announced in October 2024 to create compelling in-store experiences, similar to successful partnerships with Waterstones and Jamie Oliver's Cookery School. This approach to category expansion through expert partnerships mirrors the success of their September 2024 digital integration initiatives, showing how the retailer is effectively combining physical and digital retail experiences to remain 'radically relevant' in a changing market.

John Lewis teams up with Rough Trade for vinyl records launch