John Lewis Cheltenham has become one of the first shops to welcome the new John Lewis & Partners name, as both John Lewis and Waitrose have added ‘& Partners’ to their brand names.
The change has been designed to highlight their Partnership business model and culture which differentiates them from their main competitors at a time when the business is investing in the service that their Partners offer.
When the new shop opens on 18th October, John Lewis customers in Cheltenham will notice striking new window displays, newly designed bags, and signage in store, new delivery on lorries and vans; as well as a fresh new look on johnlewis.com and the retailer’s app.
In addition to investing in their identities, the John Lewis Partnership said in June that it would continue to invest in both businesses at a rate of £400m-£500m per year, to enable the two retail businesses to differentiate themselves from other retailers by innovating in products, customer service and services.
Today, John Lewis & Partners’ largest own brand womenswear collection of 300 designs, which was created entirely in-house and carries the new name John Lewis & Partners went on sale and will be available in the Cheltenham shop from opening day. The retailer has also launched its first own-brand gifting collection called ‘Find Keep Give’ in all shops and online. The range is comprised of unique pieces, the majority of which were designed in-house by Partners.
Martin Bundy, Branch Manager at John Lewis & Partners Cheltenham said; “Our Partnership business model and the inherent strength of our Partners really sets us apart. Cheltenham will become one of the first shops to adopt this new visual identity, which puts Partners back at the heart of everything we do. This move not only reflects the business we have become but more importantly, the business we want to be.”
The launch of the new identity is being supported by the first ever joint John Lewis & Partner and Waitrose & Partners national marketing campaign; the single biggest ever campaign for both brands outside of Christmas. The campaign shines a light on the stories and skills of more than 100 real partners from across both businesses to illustrate what makes the partnership a unique business.
A select few stores unveiled new John Lewis & Partners identities today, with the full change to all 50 John Lewis shop facades and fleets of lorries being phased over five years to tie in with the refurbishment plans.