Department Store Targets Style Savvy Men
Penfield, Rains and Wood Wood are among the names joining the menswear department at John Lewis this week as part of a shakeup to attract new “younger, style-conscious” shoppers.
Six key stores across the UK have signed up to take part in phase one the initiative, including Bluewater, Cardiff, Liverpool, Peter Jones in London, Trafford and Stratford.
The US outerwear, Scandinavian rainwear and Danish lifestyle brand is also being joined by emerging label Bellerose, premium retailer Eleven Paris and denim firm Cheap Monday.
FashionBeans understands a second phase roll out will take place across more of the business’s 31 department stores over the coming months.
In a bid to strengthen its trend-led menswear, collections from each brand will be made up of an edit exclusive to John Lewis.
A statement from the business said: “Individually the brands are stepped in their own heritage, combined they provide a fresh offer of authoritative style and world-class quality.”
Assistant buyer Lucy Parkyn added: “We are thrilled to introduce such a modern yet ultra wearable set of brands to elevate our John Lewis menswear offer. We worked with the brands to edit the very best of their range and create a strong fashion assortment for each of our shops.”
Parkyn also confirmed further additions have already been confirmed for SS15, which will continue to add to the award-winning multichannel retailer’s “long term strategy for menswear.”
The new menswear brands are be available to buy from the first phase stores and online from today.