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John Lewis extends Anyday range into family fashion

Following a successful launch in nursery, home and technology in April, John Lewis’s Anyday own brand range is expanding into childrenswear, as well as mens and womenswear.

The retailer has reported a strong reaction from its customers, making Anyday its most successful own brand home launch for a spring season to date. From this Autumn Winter, with the introduction of fashion and new home lines, the brand will increase its product offering by 53%, over 3,600 products with the John Lewis stamp of quality.

Alongside the fashion expansion John Lewis will also launch key Anyday products from childrenswear and nursery in Waitrose after a successful trial over the summer. Over 120 Waitrose shops will offer up to 300 products from the end of September with plans to expand further in the future.

Designed in-house, the new clothing range offers easy, casual, everyday style at great price points for the whole family. Prices range from £4 for childrens leggings. Each piece in the range maintains the John Lewis promise of quality and trust; all cotton is backed by the Better Cotton Initiative (BCI), where possible polyester is 100% recycled and the Viscose is Ecoveraro, the most sustainable form.

Continuing into its second season for baby and toddlers (newborn to four years) and now introducing kidswear (two-12 years) for the first time, the baby and toddler range sees star print onesies take centre stage alongside rainbow print sleepsuits (£7), whilst on-trend polka-dots feature on puffer jackets (from £20) and t-shirts (from £5) as a key look for ages two and up.

The design team have created a range that is playful and modern, easy to mix and match and super soft to feel. The contemporary designs are cheerful, with hand drawn prints, bright pops and muted palettes that compliment the adult fashion. Childrenswear also includes unisex PJs (from £8), hats (£6), gloves (£6) and scarfs (£7) (snoods £6) as well as underwear.

Pippa Wicks, executive director at John Lewis, said: “Anyday continues to be a stepchange for us, modernising John Lewis, bringing inspiration and quality to a wider audience. Sales and customer feedback since our Spring launch has been brilliant, our customers have described it as modern, vibrant, inclusive and accessible.

“I am excited about our home newness launching and I can’t wait to introduce fashion this season alongside our other own brands and cherished brands. Our fashion customers are optimistic and open-minded in their outlook, they look for unique, sustainable, trend driven products at a great price and I truly believe Anyday offers all of this to them.”

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