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John Lewis unveils Anyday own brand collection

The new Anyday range focuses on quality, style and value and spans a range of categories including baby care and baby clothing.

John Lewis has announced a new own-brand collection, which launched yesterday to coincide with the reopening of its stores following lockdown. The Anyday range comprises of over 2,400 products across homeware, tech, baby care, and baby clothing at prices on average 20% lower than the retailers current own brand. Anyday is dubbed ‘John Lewis quality and style at everyday prices.

The move is part of John Lewis’ plans to appeal to a broader group of shoppers and their wide range of needs. The thoughtfully designed products are available to purchase both online and in store and the range will expand to new categories in autumn, when over 1.000 new products will be added.

Launching Anyday is a critical element of the department store’s turnaround strategy, which aims to grow market leadership across each of the categories it sits within. John Lewis says it is working to reaffirm its commitment to its founding principles of offering value for money, while also establishing itself as a ‘creator’ which designs and makes unique products that customers can’t get anywhere else.

The Anyday nursery and babywear collection can be viewed on the John Lewis website and features furniture, bedding, safety items, clothing, and baby care essentials.

Pippa Wicks, partner and executive director, John Lewis, said: ” The Anyday 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.

“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 baby clothes 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 own brand strengths and supercharge them for the future.”

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