Available from 13 September, John Lewis is extending its Anyday own brand to include childrenswear, menswear and womenswear, following an initial launch in nursery, home and technology in April. From this a/w, with the introduction of fashion and newness in home, the brand will increase its product offering by 53%.
Alongside the fashion expansion, the company will also be launching key Anyday products from childrenswear, cookshop, nursery and home office in Waitrose, following a trial over the summer. Over 120 Waitrose shops will offer up to 300 products from the end of September, with plans to expand further in the future.
Anyday fashion
Designed in-house, the new clothing range offers casual, everyday style for the whole family. Head designer Iain Ewing guided his team to create a 700-piece range that feels optimistic and youthful and nods to key seasonal trends.
As with homeware, the brand is John Lewis’s most affordable to date. On average, prices are 20% lower than its current own brand ranges. Each piece in the range also maintains the John Lewis promise of quality and trust. Plus, all cotton is backed by the Better Cotton Initiative (BCI) and where possible, polyester is 100% recycled. The Viscose, meanwhile, is Ecoveraro, the most sustainable form.
Childrenswear
The kids’ range, which continues into its second season for baby and toddlers (0-4 years), now introduces childrenswear for 2-12 years. The baby and toddler range sees star print onesies take centre stage alongside rainbow print sleepsuits. On-trend polka-dots also feature on puffer jackets and T-shirts as a key look for age two years upwards.
The design team has created a range that is playful and modern and easy to mix and match. The contemporary designs are cheerful, with hand-drawn prints, bright pops and muted palettes that complement the adult fashion. Childrenswear also includes unisex pyjamas, hats, gloves, scarfs, snoods, and underwear.
Commenting is Pippa Wicks, executive director at John Lewis. “Anyday continues to be a step-change for us, modernising John Lewis and bringing inspiration and quality to a wider audience. Sales and customer feedback since our spring launch has been brilliant. Our customers have described it as modern, vibrant, inclusive and accessible.
“I am excited about our home newness launching. I can’t wait to introduce fashion this season alongside our other own brands and cherished brands. Our fashion customers are optimistic and open-minded in their outlook, they look for unique, sustainable, trend-driven products at a great price. I truly believe Anyday offers all of this to them.”
