Somerset by Alice Temperley, the exclusive collection designed for John Lewis, launched last Tuesday to unprecedented success, becoming the fastest selling brand in the department store’s history.
The collection, which saw the British designer’s first foray into the high street, took eleven times the sales usually seen for a brand launch at John Lewis and had hit its weekly sales target by mid-afternoon. The Oxford Street flagship store opened early, accommodating hundreds of eager shoppers who had queued outside.
Online sales were particularly successful, with 56% of sales completed online at johnlewis.com, where half of the allocation was sold for the highest priced item in the collection – a £999 shearling coat.
Jo Hooper, head of buying, womenswear at John Lewis, said: “Alice and I are thrilled by customers’ enthusiasm for the Somerset by Alice Temperley brand. Theselevels of sales for a brand launch are totally unprecedented at John Lewis. We can’t wait to unveil the second phase of the autumn 12 collection in late September and are excited by what Alice has developed for spring 13 as we build on the Somerset by Alice Temperley brand for seasons to come.”
A second drop of Somerset by Alice Temperley will hit stores and online in early October. The collection is currently available in all 29 John Lewis stores, as well as online, with price points ranging from £29 to £999.