John Lewis is championing British manufacturing by launching a 'Made in UK' identifier which will appear on ticketing and online product information to highlight British-made products.
The 'Made in UK' identifier will appear on over 4,000 products which are manufactured in the UK, from early 2012. It consolidates John Lewis's support of British manufacturing which sees it work with over 130 companies which make its own-brand products. John Lewis also operates a factory in Lancashire, Herbert Parkinson, which weaves and produces its own-brand fabrics, duvets and pillows, and where its seven-day curtain service is based.
The 'Made in UK' symbol follows on from the department store's launch earlier this year of a 'Green' identifier, which is designed to help customers make more sustainable choices. The Green identifier appears on point of sale information for products carrying certification from FSC (Forest Stewardship Council), PEFC (Programme for the Endorsement of Forest Certification), Fairtrade, Energy Savings Trust and the Rainforest Alliance.
Following a successful launch, it will now appear on further lines across John Lewis's assortment which the retailer has identified as offering a more sustainable choice, including; items made from bamboo, linen, coir and hemp; products which are made from over 50% recycled materials; or low energy products. It currently appears on 1,400 products.
Christine Kasoulis, head of brand development at John Lewis, said: 'We know that our customers want to make informed decisions about what they buy, and we know that they are interested in the provenance and sustainability of products. John Lewis is a British retailer, and our customers expect it to support other British firms wherever possible. For us, British manufacturing is about having pride in this country's skills and craftsmanship, and ensuring our customers get the quality of design and build that British products offer.
'These identifiers are designed to add to the advice and service we already offer to customers, and ultimately make life easier. They are part of our longer-term aspirations to help customers make choices about what they buy, whether they want to know more about the provenance of products, or if they are looking to lessen their environmental impact.'
John Lewis has also invested in Partner (staff) training to encourage behaviour change among its buying teams and increase the number of products that fit the Made in GB and green symbol criteria.
The symbols are part of John Lewis's recently re-developed CSR strategy, 'bringing quality to life'. The strategy focuses on how the retailer can bring quality to the lives of suppliers and the communities in which it trades, to Partners and to customers.