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John Lewis announces the arrival of a new fashion and lifestyle concept for womenswear ‘FOUND at John Lewis’

LONDON, 2015-8-4— /EPR Retail News/ — John Lewis has announced the arrival of ‘FOUND at John Lewis’, a new fashion and lifestyle concept set in a boutique shopping environment that will introduce new and niche contemporary brands to womenswear. FOUND at John Lewis will bring together a curated edit of existing and new brands across womenswear, accessories, beauty, homeware and technology which will provide a fresh and clear interpretation of the latest trends and lifestyle directions. It will be a concise and authoritative John Lewis point of view for fashion and the unique concept will encourage customers to embrace their sense of discovery.

FOUND at John Lewis will be unveiled for the first time in the new John Lewis Birmingham department store when it opens on the 24 September and on the same day. The concept will then roll out as part of the transformation of the Liverpool fashion floor, which is due to be unveiled in November this year.

Paula Nickolds, brand and buying director at John Lewis said: ‘FOUND at John Lewis marks a fundamental shift in the way we sell fashion at John Lewis. The concept signals a  real change of pace for John Lewis fashion. It will feel fresh and visually authoritative, bringing together a new selection of brands with existing collections in a concise way within a beautiful setting. It will showcase our take on trends in a way that we hope will be desirable and inspirational for our customers coupled with the service and quality they have come to expect from us.

‘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.’

The design of the FOUND at John Lewis environment will have a clean, contemporary feel, with a neutral palette that allows the product to truly speak for itself. Dedicated specialist Partners (employees), chosen for their style expertise, will be on hand to provide expert knowledge and advice.

Twenty seven new brands will be introduced as part of FOUND at John Lewis, including BZR by Bruuns Bazaar, Des Petits Hauts and Samsøe & Samsøe. These will sit alongside accessories from brands such as Nike, Asics Onitsuka Tiger and Jessie Harris jewellery. Iconic, designer gifts for the home from Tom Dixon, Normann Copenhagen, Poole Pottery as well as stationery from The School of Life will all be curated alongside innovative technology brands such as MightyPurse, the latest headphones from Frends, speakers from Braven and phone cases from Skinny Dip London and Sonix.

FOUND at John Lewis will also house niche beauty brands such as Grown Alchemist, Atelier, Maison Margiela and Dr Bronner in an apothecary-style environment alongside ore playful, new brands like Cheeky Nails.

Denim Wardrobe by Trilogy will be a central feature in FOUND at John Lewis following on from its successful launch earlier this year in Peter Jones and online where denim labels, J Brand, AG, Paige as well as the brands, American Vintage, Pyrus and Helene Berman were introduced.

John Lewis Birmingham

In Birmingham, FOUND at John Lewis will be over 4,000 sq ft. It will open with a pop up brand installation from Shore Project watches which will showcase their new season designs and  launch their new knitwear brand Old Harry. 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 on the schedule is House of Hackney who will be showcasing their eclectic blend fashion and homewares together with their collaboration with William Morris.

Found at John Lewis Birmingham will also house the fashionable Joe and the Juice cafe, providing a space for customers to take time out and relax within the surrounds of FOUND.

John Lewis Liverpool
John Lewis Liverpool will also see FOUND at John Lewis introduced as part of a £4.5million 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 sq. ft. Both departments will house the very latest John Lewis concepts for fashion and beauty under one roof.

The updated beauty store design will introduce new and exciting brands to John Lewis Liverpool such as Urban Decay and most notably, it will see the arrival of Charlotte Tilbury for both John Lewis and the city of Liverpool. Express treatment services will also be introduced by the likes of Clarins with their Beauty BAR and Benefit with their Brow Bar. The refurbishment will include a refresh for shoes, premium handbags and accessories and will see the introduction of Coach and Longchamp. On completion, John Lewis Liverpool will be the destination for the latest fashion and beauty in the city.

Notes to editors

FOUND at John Lewis will include the following brands. (Those in italics are brand new to John Lewis).
Clothing: Barbour International, Penfield, Rains, Waven, Levi’s, Maison Scotch, BZR by Bruuns Bazaar, Supertrash,Samsøe & Samsøe, Urban Code, Hygge by Mint Velvet, Parka London, Minimum, Numph, Des Petits Hauts
Denim Wardrobe by Trilogy: Hartford, Cooper & Ella, 360 Sweater, Velvet by Graham Spencer, Joie, Pyrus, Helene Berman, Rosemunde, Vilagallo, Rails, 7 for All Mankind, Paige, DL 1961, J Brand, AG, America Vintage and James Jeans
Accessories: Fay et Fille, Jane Tran, Dogeared, Hunter bags, Eclectica Vintage, Jessie Harris, Fjallraven Kanken, Skinny Dip
Shoes: Nike, Asics Onitsuka Tiger, Converse, Moonboot, Superga
Beauty: Maison Margiela, Grown Alchemist, This Works, Cheeky Nails, Atelier, Dr Bronner
Homeware: Normann Copenhagen, Melt Chocolate, Artisan du Chocolat, True Being, Punktun Notebooks, Paddywax,Urban Olfactory, Poole Pottery, Botticario de Havanna, Amelia Robe Chocolate, School of Life, Tom Dixon
Technology: Mightypurse, Braven, Frends, Sonix phone cases

John Lewis Birmingham
John Lewis Birmingham is the business’ first full line department store to open in four years and will be one of the biggest John Lewis shops outside of London. The 250,000 sq ft department store will be the anchor tenant of the new Grand Central retail development, which sits above the redeveloped New Street Station.

Opening its doors on Thursday 24 September, the shop represents a £35m investment by the business in the city and will be John Lewis’s most innovative shop to date. It will showcase the best of the department store’s offer, allowing customers to shop from more than 350,000 products from the retailer’s full range, including those leading the latest fashion, furniture, homewares, beauty and technology trends.

John Lewis – John Lewis operates 44 John Lewis shops across the UK (31 department stores, 11 John Lewis at home and shops at St Pancras International and Heathrow Terminal 2) as well as It is part of the John Lewis Partnership, the UK’s largest example of worker co-ownership and all 30,000 John Lewis staff are Partners in the business. John Lewis, ‘Best Clothing Retailer 2015’, ‘Best Electricals Retailer 2015’ and ‘Best Homewares Retailer 2015’¹, typically stocks more than 350,000 separate lines in its department stores across fashion, home and technology. stocks over 280,000 products, and is consistently ranked one of the top online shopping destinations in the UK. John Lewis Insurance offers a range of comprehensive insurance products – home, car, wedding and event, travel and pet insurance and life cover – delivering the values of expertise, trust and customer service expected from the John Lewis brand.

¹ Verdict Consumer Satisfaction Awards 2015


For further information please contact:

Siân Grieve
Senior Communications Manager, Corporate and Brand
Telephone: 0207 592 6887

Emma Moran
Communications Manager, Fashion & Beauty
Telephone: 0207 592 6058

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