John Lewis unveils new men’s brand as part of wider menswear revamp

By

Barbara Santamaria

Published
Jul 15, 2019

After revamping its womenswear offering in September last year, John Lewis & Partners is now turning the focus on menswear, announcing the “most significant menswear investment to date”.

The British retailer said from September, its menswear offering will be anchored by two standalone in-house brands: Kin, a label it launched in 2013, and John Lewis & Partners, a new 280-piece collection.

It echoes the company’s launch of own womenswear brands, including Kin, And/Or and Modern Rarity as part of an overhaul of the womenswear department last year.

Of the new John Lewis & Partners menswear brand, the retailer said it “takes a fresh point of view on menswear classics”. It will be designed by an in-house team, which is also behind the creation of Kin. And previously introduced as a collection of everyday staples, the latter will refocus on pieces that are designed for durability and performance with market leading technical fabrication, but it will retain its simplicity, John Lewis said.  

The two brands will sit alongside a growing number of “credible” labels available at John Lewis department stores and online. The company said it has added 17 new brands, including six independent brands such as Wax London and Les Basics, since January. Most of these labels produce exclusive designs for the retailer, and the brand mix includes  Ralph Lauren, Barbour and Ted Baker.

Finally, a new men’s personal styling experience will launch at the retailer’s Oxford Street flagship store. Featuring a revamped 20,000 sq ft Menswear floor, 20% of the space will be dedicated to services and 1,000 sq ft will be a new experiential area that will encourage customers to try something new.

Beth Pettet, head of menswear at John Lewis & Partners, explained: “The investment in our standalone brands and our strong branded collections sits alongside an enhanced range of services that leverage the expertise of our partners.  This will all combine to mark the next phase in our strategy to offer a unique shopping experience that customers cannot find anywhere else and will establish John Lewis as a fantastic destination for menswear.”