John Lewis has announced plans to add “& Partners” to the title of both its department store and Waitrose supermarket businesses as part of a rebrand.
John Lewis said the change has been designed to focus on how John Lewis “differentiates itself” from high street competitors.
New John Lewis & Partners and Waitrose & Partners signage was unveiled on the facades of John Lewis Oxford Street flagship and Westfield London store in White City, and the Waitrose shops in Edgware Road and Clerkenwell.
It has also rebranded its Twitter and Facebook accounts to John Lewis & Partners from John Lewis Retail.
The full identity change to all 348 Waitrose and 50 John Lewis shop facades, and the combined fleet of 3,500 lorries and vans, is being phased in over several years to tie in with refurbishment plans.
The John Lewis Partnership said in June that it would continue to invest in the two businesses at a rate of £400m-£500m per year, to enable them to differentiate themselves from other retailers by innovating in products, customer service and services.
Paula Nickolds, John Lewis & Partners managing director, said: “Our partnership business model and the inherent strength of our partners really sets us apart. That’s why the change to our visual identity this week puts partners back at the heart of everything we do.
“This move not only reflects the business we have become but, more importantly, the business we want to be.”