John Lewis Brings Together 50 New Fashion and Beauty Brands From Start-up Independents To High Street Favourites, all Catering for the Shift in Dress Codes

Tuesday 9 February 2021

Over the past 12 months, our lifestyles have changed and the demands on the nation’s wardrobes have evolved as many of us are opting for comfortable, casual attire over more formal styles. As this trend for ‘casualisation’ accelerates further and as part of our plans to continue modernising our fashion offering, we will be introducing more than 50 new fashion and beauty brands.


Last week, we launched high street favourite Mango across womenswear, shoes and accessories. We are also bringing onboard emerging, independent and predominantly online brands in the coming weeks and we are excited to both introduce these new collections to our customers and provide them with a nationwide platform. These brands include Ro&Zo, Kemi Telford, Johnny Urban, Nubian Skin, Aab Collection, Honey & Toast and AAKS. All of these new brands offer contemporary styles that enable our customers to seamlessly move throughout their day whether they’re working or relaxing at home or walking in the park.

Last year saw the nation getting more active - fitness equipment at John Lewis saw year-on-year sales up +104% in 2020 - and the rise in all-day-athleisure shows no sign of slowing in 2021. We launched our new athleisure concept in August 2020 and are excited to add Girlfriend Collective, Ninety Percent and New Balance to our line up which already includes Sweaty Betty and Athleta. Sustainability and conscious shopping continues to be front of mind for many of our customers and new brands such as Baujken, Thought, and L&T Heirlooms offer sustainable, high quality fashion which gives back to the community.


Kemi Telford





Jo Bennett, Head of Womenswear at John Lewis: "The pandemic has accelerated the casualisation of our wardrobes that was already in the making - great puffer jackets, elevated loungewear and relaxed-fit dresses, have become staples in our everyday dressing. We continue to evolve our fashion offer as our customers' lifestyles shift and the new brands we are launching have been carefully curated to boost our mood and help us dress for the way we live now.

“Offering great style and a wide range of prices, we are delighted to work with emerging, independent brands, championing them and providing them with access to our nationwide platform. We are excited to share these new brands, many with brilliant sustainable credentials, and are also thrilled to offer our customers the first chance to shop Albaray, a new sustainable brand from some of the team behind Warehouse, boasting modern, effortless style for everyday wear.” 

Menswear, Beauty and Childrenswear 

As well as new brand launches in Womenswear, this Spring sees the launch of even more brands that underline great quality and strong purpose as we introduce Community Clothing by Patrick Grant, a range of contemporary menswear all made in the UK. The collection offers timeless, affordable clothing that puts the values of supporting the sector and wider communities at the heart of the brand. Other new brands including Arc'teryx, Rapha, Champion, and Napapijri will sit alongside exclusive spring summer collections from well-loved favourites such as Barbour and Timberland. 

In Beauty, we recently launched It Cosmetics and have further launches to come this year.  Across Childrenswear, we’re adding Mango Kids, Scotch & Soda, Fat Face, and AO76 to recently launched brands; Hugo Boss, Timberland, Billieblush, DKNY and Carrement Beau. In Nursery, brands such as Little Acorns affordable furniture ranges, Kit & Kin reusable nappies, SilentNight sustainable mattresses, Halo smart tech cribs, My expert midwife toiletries, Woodlife Project UK forestry weaning products and Egg2 and My Babiie strollers and prams will be available in the coming months.

Examples of new brands include:


  • Mango - February 2021
  • Banana Republic - February 2021
  • Baujken - February 2021
  • Girlfriend Collective - February 2021 
  • Ninety Percent - February 2021
  • New Balance - February 2021
  • Aab Collection - February 2021
  • Thought - February 2021
  • Ro&Zo - February 2021
  • Albaray - March 2021
  • Kemi Telford - April 2021


  • Banana Republic - February 2021
  • New Balance - February 2021
  • Dickies - February 2021
  • Napapijri - February 2021
  • Community Clothing - March 2021
  • Fatface - March 2021
  • Rapha - April 2021


  • L & T Heirlooms - January 2021
  • Coach Jewellery - February 2021
  • XOUXOU - February 2021
  • Honey & Toast (exclusive) - February 2021
  • Johnny Urban - February 2021
  • Jeenaa - February 2021
  • Nubian Skin - March 2021
  • Levis - February 2021
  • DKNY - March 2021
  • AAKS - April 2021


  • It Cosmetics - January 2021
  • More beauty brands in the pipeline for 2021, all to be confirmed.


  • Mango Kids - March 2021
  • AO76 - March 2021
  • Scotch & Soda - March 2021
  • New Balance- March 2021
  • Fat face - May 2021


  • My expert midwife  - February 2021
  • Egg2 - February 2021
  • Little Acorns - March 2021
  • Silent Night - March 2021
  • Halo - March 2021
  • Wood life project - March 2021
  • My Babiie - March 2021
  • Kit & Kin - April 2021


About the John Lewis Partnership

The John Lewis Partnership owns and operates two of Britain's best-loved retail brands - John Lewis and Waitrose. Started as a radical idea nearly a century ago, the Partnership is the largest employee-owned business in the UK and amongst the largest in the world, with over 78,000 employees who are all Partners in the business. For all intents and purposes, the Partnership is a social enterprise; the profits made are reinvested into the business - for customers and Partners. John Lewis operates 42 shops plus one outlet across the UK as well as Waitrose has 331 shops in England, Scotland, Wales and the Channel Islands, including  59 convenience branches, and another 27 shops at Welcome Break locations. The retailer's omnichannel business includes the online grocery service,, as well as specialist online shops including for wine and for plants and flowers.


John Lewis & Partners

Sophie Somers

Partner & Senior Communications Officer, Brand Communications
Tel: 07984 425638
Georgia Earnshaw
Partner & Senior Communications Officer, Fashion and Beauty
Tel: 07854 655964