Iconic UK department store chain John Lewis has announced the launch of FOUND, a new retail concept that will merchandise the brand’s products with a lifestyle approach. The initiative will incorporate fashion, home and technology products in one space, creating a seamless boutique shopping experience that will encourage shoppers to ‘embrace their sense of discovery.’
As Brand and Buying Director Paula Nickolds comments, “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… We hope customers will explore FOUND at John Lewis with a sense and feeling of discovery.”
FOUND will be unveiled at the new Birmingham store when it opens in-store and online on 24 September. Alongside the new concept, John Lewis will introduce 27 new brands in a move to compete with fellow department stores Harvey Nichols and Selfridges. They will include Scandinavian, French and emerging British labels, as well as more niche beauty names like Atelier and Maison Margeila. These products will be presented in an apothecary-style environment.
The John Lewis FOUND announcement is another demonstration of the new lifestyle-inspired direction retail is moving in. It follows J W Anderson’s foray into the lifestyle sector, and Selfridges Work It! Campaign.