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John Lewis targets younger men with third-party brands

John Lewis has added six contemporary brands to its menswear line-up as part of a strategic move to widen its appeal and maximise a “key opportunity” to connect with younger male shoppers.

The retailer began selling the brands, which hail from Europe and the US, in a selection of its 31 stores and online from October 1.

Among these, Belgian army- and workwear-inspired brand Bellerose is exclusive to John Lewis. Its menswear collection will only be sold at Peter Jones on Sloane Square in west London, John Lewis in Cheadle, Greater Manchester, and online.

It has also added Danish brands Wood Wood and Rains and French urban lifestyle brand Eleven Paris, which are on sale in Stratford, Cardiff, the Trafford Centre, Liverpool and online.

American outdoor specialist Penfield and Swedish denim brand Cheap Monday are also in selected stores and online from today.

John Lewis assistant buyer for menswear Lucy Parkyn said: “This is the first step in a long-term strategy. We know younger male shoppers want these brands, but at the moment we’re not making enough of the potential that exists. It’s a key opportunity; we felt the time was right to reach out to a customer we know shops with us with a more exciting, inspirational, contemporary set of brands.”

Menswear brands buyer Beth Pettet added that John Lewis was in ongoing discussions with other brands to follow the latest signings, with more to be added in the coming weeks and months.

She said: “We have a wide-ranging customer base but we want to make sure we’re reaching everybody. There are more brands on the way.”

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