John Lewis has launched a new own brand called ANYDAY, which promises the same quality you expect from the British high street stalwart but at prices on average 20 per cent lower than their current own brand ranges.
This new venture opens the department store up to an even broader group of shoppers, accommodating for a lower price bracket but still with quality and style at the forefront. Traversing everything from big ticket furniture items – sofas, bed frames, dining tables etc – to home accessories including lamps, vases, soft furnishings and more, there’s something for everyone, whether you own your home or live in a rented space.
The product designers were inspired by customer feedback that they didn’t feel John Lewis offered enough options at lower price points for the key moments in life, such as furnishing a first home, making a rented space feel more homely and preparing a nursery for a baby.
Pippa Wicks, Executive Director at John Lewis, says: ‘The ANYDAY range signals a step-change in the modernising of the John Lewis brand. We want to challenge value perceptions of John Lewis and attract a broader group of shoppers who want to combine value and style with greater convenience and a seamless retail experience both in store and offline.
‘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 childrenswear 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 strengths and supercharge them for the future.’