John Lewis is set to launch a new fashion and lifestyle concept (FOUND at John Lewis) set in a boutique shopping environment that will offer both fashion and homeware items all in one place, some by labels that are new to John Lewis and others by already familiar names.
To be unveiled for the first time online and in the new John Lewis Birmingham department store when it opens on 24 September, the concept will then roll out as part of the transformation of the Liverpool fashion floor, which is due to be launched in November this year.
Paula Nickolds, brand and buying director at John Lewis, said FOUND explained: “FOUND at John Lewis will bring together fashion, home and technology products in a way we haven’t done before. Through our customer insight we know our customers want an edited selection of product and they like all parts of their life to reflect their style, extending beyond their clothes to the candles in their homes and the headphones they wear.
“FOUND at John Lewis will create this for our customers seamlessly, creating an effortless boutique shopping experience that is both engaging and unique in terms of product and environment. We hope customers will explore FOUND at John Lewis with a sense and feeling of discovery.”
In Birmingham, FOUND at John Lewis will span over 4,000 square feet. It will open with a pop up brand installation from Shore Project watches. This permanent area will evolve every six weeks and will be used as a space for experiences, installations and brand pop ups. The next brand occupying the area will be fashion and homewares label House of Hackney.
John Lewis Liverpool will also see FOUND at John Lewis introduced as part of a £4.5 million refurbishment for the fashion and beauty departments later this year. Once the refurbishment is complete, fashion and beauty will span across the whole first floor, totalling 45,000 square feet. Both departments will house the latest John Lewis concepts for fashion and beauty under one roof.
