John Lewis invests in home category
What: John Lewis strengthens its position in the home category through strategic brand investments, design expertise, and content creation with its new 'Foundation' magazine.
Why it is important: This development builds on John Lewis's GBP 800 million investment in retail transformation, showing how established retailers can modernise their approach to category management through content, curation, and expertise.
John Lewis is making a significant push to reinforce its position in the home products sector through a comprehensive strategy that combines design expertise, brand expansion, and content creation. The appointment of David Barrett as head of design signals the company's commitment to strengthening its in-house capabilities, while the addition of 30 new brands, including collaborations with Harlequin x Henry Holland, West Elm, and Sanderson, enriches its product offering. The launch of 'Foundation', a bi-annual home publication reaching over 250,000 customers, demonstrates the retailer's content-driven approach to customer engagement. Supporting these initiatives is the retailer's largest home marketing campaign since 2021, 'One thing can make the room', which showcases hero products from their spring/summer collections. The strategy is further enhanced by a partnership with BBC Interior Design Masters, offering the winner an opportunity to design a homeware collection with John Lewis's 23-strong in-house design team. This multi-faceted approach reflects the company's understanding that over one-third of the UK population shops with them, with home customers growing by 11% last year.
IADS Notes: John Lewis's investment in its home category builds upon several strategic initiatives implemented over the past year. In October 2024, the company embarked on making its brand "radically relevant" through innovative marketing approaches, which laid the groundwork for this new home-focused campaign. The appointment of a new head of design and launch of "Foundation" magazine aligns with the retailer's broader GBP 800 million investment in customer experience announced in February 2025, demonstrating their commitment to enhancing both physical and content-driven retail experiences. This strategy is further reinforced by their successful track record in brand curation and designer collaborations, as evidenced by their recent introduction of 49 new fashion brands, showing how the retailer effectively balances heritage with contemporary appeal across multiple categories.
