John Lewis will launch a new women’s fashion and lifestyle concept called Found in the new Birmingham store when it opens on September 24 and online on the same day.
Found by John Lewis will cover a 4,000 sq ft space and include 27 new contemporary womenswear brands including BZR by Bruuns Bazaar, Des Petits Hauts and Samsøe & Samsøe, alongside accessories from Nike, Asics Onitsuka Tiger and Jessie Harris jewellery and technology brands including MightyPurse, headphones from Frends, speakers from Braven and phone cases from Skinny Dip London and Sonix.
It will include a pop-up brand space, which will revolve every six weeks starting with Shore Project watches followed by fashion and homewares brand House of Hackney. The space will also house a Joe and the Juice café.
John Lewis brand and buying director Paula Nickolds called the new concept a “fundamental shift” in the way the department store group sells fashion.
“It will feel fresh and visually authoritative, bringing together a new selection of brands with existing collections in a concise way within a beautiful setting. It will showcase our take on trends in a way that we hope will be desirable and inspirational for our customers coupled with the service and quality they have come to expect from us.”
She said the concept brings together fashion, home and technology in a way John Lewis hasn’t done before.
“Through our customer insight we know our customers want an edited selection of product and they like all parts of their life to reflect their style, extending beyond their clothes to the candles in their homes and the headphones they wear,” she said.
The Birmingham store will also feature Denim Wardrobe by Trilogy, which was launched in the group’s Peter Jones store earlier this year, and features denim labels such as J Brand, AG, Paige as well as other womenswear labels including American Vintage, Pyrus and Helene Berman.
Found by John Lewis will be rolled out to the group’s Liverpool store later this year, as part of a £4.5m refurbishment for the fashion and beauty departments.