John Lewis targets £1bn in Home own-brand sales

By

Cajsa Lykke Carlson

Published
Jul 8, 2016

John Lewis, the British high street department store retailer, aims to increase the revenue of its own-brand home products to £1bn over the next four years.

This autumn, John Lewis is introducing its new Design Project collection, which will feature 250 products designed in-house. The products will have a "beautiful and thoughtful design" and target customers searching for progressive and contemporary designs.

As well as building its own brands, John Lewis has also launched exclusive collaborations with brands including Loaf, West Elm, and restaurant Leon. The Loaf collection will include five exclusively designed pieces available in 22 fabrics.

Christine Kasoulis, Buying Director for Home at John Lewis, said: '£1bn sales from our own brand will be a landmark milestone for John Lewis, and it's a reflection of our belief in our John Lewis design credentials and assortment. I’m passionate about the products our in-house design team are creating, and this ambition will be led by our latest collection, Design Project. It’s a visually arresting collection with items which are thoughtfully designed and made from the best materials.'

The retailer is really focusing on its home products - it recently invested £14m in its flagship Oxford Street Home department, and has opened new 'Home Hub' departments at its new branches in Horsham, Basingstoke and Birmingham. The new stores opening in Chelmsford and Leeds this year will also contain a Home Hub.