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John Lewis set to add £70m to its online fashion sales by 2011

John Lewis has relaunched its online fashion offer and is set to drive sales by 30% this year.

The site, at, gives shoppers access to over 200 fashion and beauty brands and includes updated search and navigation technology.

The department store plans to add £70m to John Lewis’ online fashion sales by 2011. Fashion sales represent about 6% of’s total sales and the department store is set to grow that by 30% this year.

It will launch more than 100 new brands online across all categories.

Brands available online will include Lulu Guinness, Steve Madden, Belstaff, Hudson Jeans, Elie Tahari, Mulberry, Ralph Lauren, Orla Kiely, Paul & Joe Sister, Nicole Farhi and Paul Costelloe.

John Lewis Direct managing director Robin Terrell said: “Fashion online is one of the biggest business opportunities for John Lewis over the next three years and there will be a significant step change in our customers’ shopping experience online.

“We want to mirror and exceed the growth that we’ve achieved in fashions in our 27 John Lewis branches, and ensure all the great niche brands in our stores are available to a much broader audience.”

The retailer will also launch a luxury shop fit for its womenswear fashion offer in its John Lewis Cardiff store, whichopens on September 24. The womenswear area in the Cardiff store has been granted 20% extra space, creating the second largest womenswear department after John Lewis’ Oxford Stree store.

The area includes a designer area, contemporary jewellery and accessories fixtures, a denim wall and a feature ceiling. If successful it will be rolled out to the majority of John Lewis stores during the next two years.

Peter Ruis, buying director, fashion at John Lewis, said: “The concept is designed to attract John Lewis customers who shop in other areas of our branches but have yet to reappraise our fashion offer. The new womenswear floor will deliver an edited and differentiated range of branded and own-brand products, in an inspiring environment. The floor will be easier to shop with different zones for designer, classic, contemporary and denim products.”

In addition, John Lewis is boosting its fashion credentials this autumn with its biggest ever advertising campaign and the launch of John Lewis Edition, its customer lifestyle magazine.

The direct marketing campaign to promote the new autumn fashion range features the strapline “Take a look, make a look”. The campaign features a range of top models including British icon Jacquetta Wheeler.

On Thursday, the department store will report its half-year results.

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