John Lewis is creating a dedicated in-store area to trial new brands in its menswear department.
The Designer Collective area will enable the retailer to test smaller offers from brands new to the chain. Brands lined up for the autumn launch include Fred Perry's Laurel range, 7 For All Mankind and Barbour.
Menswear buying direc-tor Peter Ruis said the 200sq ft area was part of John Lewis's push to maintain an "independent" feel. "As menswear has developed we've got better brands, but we only have limited space to add new ones," he said. "This gives us a chance to create something more eclectic. Brands with a British theme are popular at the moment, so we're getting more in."
Ruis added that there were no plans to axe any existing brands as a result.
John Lewis is lining up Hackett and Timothy Everest's ready-to-wear range for autumn. A Hugo Boss accessories shop-in-shop will also open in the Oxford Street store in London.
The Designer Collective area will launch on Oxford Street, as well as up to five stores across the country.
John Lewis is revamping the menswear areas in 17 stores after trialling a new storefit in Southampton.