John Lewis is planning to appeal to a broader group of shoppers with the launch of a new competitively priced own brand range called ‘ANYDAY’.

The launch represents a key element of John Lewis’ turnaround strategy. This includes growing market leadership across baby clothing, baby care, homeware and technology.

Over 2,400 ANYDAY products are available to purchase on johnlewis.com and via the retailer’s shops. Furthermore, in the autumn the range will expand into new categories, adding over 1,000 more products.

 

 

When developing the ANYDAY range, John Lewis’ product designers responded to customer feedback about key moments in their lives. Also, the fact the company didn’t offer enough options at lower price points.

The most important moments for customers included preparing a nursery and baby essentials for a new arrival. Plus, topping up on everyday items as children grow, from school uniform essentials to everyday basics.

 

 

The ANYDAY products will be the company’s most affordable to date; designed for and around its customers’ lives. ANYDAY prices are on average 20% lower than John Lewis’ current own brand prices, with some as much as 40% cheaper.

 

 

The ANYDAY range focuses on delivering John Lewis’ quality and style at everyday prices.

Commenting is Pippa Wicks, Partner and executive director at John Lewis. “The ANYDAY range signals a step-change in the modernising of our brand and offers customers John Lewis quality at prices they wouldn’t expect.

 

 

“We want to challenge value perceptions of John Lewis and attract a broader group of shoppers who want to combine style and value. This range has been specifically designed around how our customers live today.

“Whatever they need, we will have a product which suits their budget; from space-saving products, cost-effective baby clothes and affordable technology to portable pieces renters can take with them when they move.

 

 

“This launch is a return to our commitment to offer great value for money, but it’s also an exciting opportunity to build on our own brand strengths and supercharge them for the future.”