John Lewis is not renowned as a destination store for clothing, but fashion buying chief Peter Ruis is determined to put it on the map
John Lewis fashion buying director Peter Ruis is drawing inquisitive looks from shoppers on the floor of the London Oxford Street store.
As he poses confidently for the Drapers photographer, casual observers could be forgiven for thinking the Ruis shoot is simply part of the department store’s latest fashion campaign. The proceedings are certainly adding a dose of excitement and, some might say, unexpected glamour to the midweek John Lewis shopping experience.
Think of the UK high street’s fashion hotspots and John Lewis does not immediately spring to mind. While the department store chain has built a reputation for quality, price and service, this has mainly driven revenue in homewares, furniture and electricals.
Nevertheless, the business has revamped its fashion offer over the past few years, albeit in a typically low-key style. The aim has been to put the fashion department firmly on the map in shoppers’ minds, an intention signalled by the introduction of Peter Ruis to the new role of buying director for fashion.
His appointment this summer saw the former menswear buying director take on buying responsibilities across the men’s, women’s and kids’ clothing offer.