John Lewis introduces new womenswear concept
John Lewis, the British bellwether department store retailer, is introducing a new womenswear concept to its new Birmingham store.
Called "FOUND at John Lewis", the concept centres around fashion and lifestyle and will be set in a boutique shopping environment. FOUND will "bring together a curated edit of existing and new brands across womenswear, accessories, beauty, homeware and technology," the company stated.
It will premiere online and in the new John Lewis Birmingham store when it opens on September 24. FOUND will then move to Liverpool for November, where John Lewis is transforming the fashion floor of the Liverpool store.
Paula Nickolds, brand and buying director at John Lewis said: 'FOUND at John Lewis marks a fundamental shift in the way we sell fashion at John Lewis. The concept signals a real change of pace for John Lewis fashion. It will feel fresh and visually authoritative, bringing together a new selection of brands with existing collections in a concise way within a beautiful setting. It will showcase our take on trends in a way that we hope will be desirable and inspirational for our customers coupled with the service and quality they have come to expect from us.
FOUND will introduce 27 new brands to John Lewis, including BZR by Bruuns Bazaar, Des Petits Hauts and Samsøe & Samsøe. A central feature of the project will be Denim Wardrobe by Trilogy, which was successfully launched earlier this year in Peter Jones.
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