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Published
Apr 12, 2021
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John Lewis launches more affordable Anyday brand

Published
Apr 12, 2021

John Lewis launched a new in-house range of 2,400 products on Monday. Called Anyday, for now it takes in homeware, technology, baby care and baby clothing. 




It’s part of its plan to appeal to “a broader group of shoppers and their wide range of needs with the launch of a competitively priced, own brand range”.

It will “focus on delivering enhanced value in the products we know our customers love and need for daily life, while maintaining the John Lewis promise of quality and trust”. 

The company hasn’t included fashion in the Anyday line-up but said that “in the autumn we will expand the range into new categories, adding over one thousand more products”.

It sees the launch as “a critical element of our turnaround strategy…One of our business’s founding principles was offering value for money and we are reaffirming our commitment to this concept. Another principle of our business is being creators — we design and make unique products that customers can’t get anywhere else and we’re expanding this through Anyday”. 

Prices are on average 20% lower than its current own brand prices, with some as much as 40% cheaper and “each piece has been carefully designed so that form and function sit alongside quality and style”.

The company said its customer research has shown that 60% of UK adults “are more money conscious now than they were at the start of the Covid-19 pandemic”.

Executive Director at John Lewis Pippa Wicks said: “The 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”.

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