John Lewis has changed the name of its new women’s fashion and lifestyle concept ‘Found’ after it received legal threats from an independent fashion retailer of the same name.
The clothing and technology boutique will now be known as Loved&found when it launches online and in the new Birmingham store on September 24.
It comes after the owners of Found boutique in Bath, which sells contemporary menswear, womenswear and accessories, claimed John Lewis had infringed on its registered trademark.
The trademark, acquired by the independent’s owner Olivia Brewer, covers the sale of clothing, jewellery, cameras, wallets, scarves, and handbags under the Found name.
A spokeswoman from John Lewis told Drapers: “We believe that our concept and name is original and does not affect the rights of any other retailer. [However] we would never intend to impact an independent retailer and so, to avoid any confusion, we have taken the unusual decision to revise the name of our concept to Loved&found.”
The Found boutique is closed today (September 8) and the owner could not be reached for comment.
As reported by Drapers last month, John Lewis’s 4,000 sq ft concept space will stock 27 contemporary womenswear brands including Des Petits Hauts, Samsøe & Samsøe and BZR by Bruuns Bazaar, as well as accessories from Nike, Asics Onitsuka Tiger and Jessie Harris jewellery. Alongside clothing, loved&found will also sell technology, homewares and beauty products.
At the time of the initial announcement, John Lewis brand and buying director Paula Nickolds said it marks a “fundamental shift” in the way the department store group sells fashion.
Loved&found will be rolled out to the group’s Liverpool store later this year as part of a £4.5m refurbishment of its fashion and beauty departments.