John Lewis will launch a range of exclusive branded menswear pieces in its Peter Jones store this month, as it looks to cash in on the heritage trend and attract more male customers to the London Sloane Square store.
The collection, called Sloane Ranger, will include one-offs from British brands Barbour, Grenson, Cro’Jack, Eton and Otis Batterbee. It will launch in-store on November 26 as part of Peter Jones’ new-look menswear department.
Pieces will include a wax coat from Cro’Jack with Sloane Ranger SW1 embroidered on the lining, while British shoemaker Grenson will launch a Chelsea boot in burnt oak suede. A Polo Ralph Lauren shirt will feature the iconic pony logo in Peter Jones green. Prices will range from £59 for a knit by country clothing brand Peregrine to £399 for a Cro’Jack wax coat.
John Lewis head of menswear buying Matt McCormack said: “Sales of British-made and heritage-inspired clothing have grown significantly, with Barbour sales [in John Lewis] growing 32% year on year.
“Tapping into this trend and joining forces with some of the most celebrated menswear brands in the world, we have worked to create one-off pieces that will have cross-generational appeal.”
Sloane Ranger’s launch comes as John Lewis makes wider efforts to reinvigorate menswear across its stores. Peter Jones’ menswear revamp is the second in a nationwide programme after Westfield Stratford. The new department at Peter Jones includes an additional 1,135sq ft of floor space, with a dedicated men’s denim zone. It forms part of a £7m refurbishment across the store.
Peter Jones managing director Tony Wheeler said: “We’ve been investing in the shop quite heavily over the last 10 years. This £7m investment is the last phase of that.”