John Lewis adds fashion items to Anyday value label

By

Sandra Halliday

Published
Sep 7, 2021

The Anyday value-focused brand from John Lewis is set to add fashion items from next week following sales so far of almost £60 million for the label.

Launched in April, the 2,400-product Anyday brand has until now included homewares/furniture, technology and baby products. But 700 new products will be added next Monday, spanning womenswear, menswear and kidswear. Prices will be much lower than the department store average with the company citing £22 for women’s joggers and £4 for children’s leggings as examples of this.

The pricing lays down the gauntlet to the UK supermarket sector that has been carving out an ever larger share of the clothing market. Supermarkets such as Sainsbury's and Asda are major players in the fashion sector because of their Tu and George ranges. Tesco meanwhile has F&F and Morrisons has the Nutmeg label. But John Lewis will now be going head to head with them, and the fact that some of the products will be stocked in its own supermarkets division, Waitrose, underlines that fact.

The company has already been trialling products under the Anyday label in some of its supermarkets during the summer and from the end of this month, over 120 branches will offer up to 300 items. This is likely to be added to in the future.

John Lewis has been transforming itself in the last couple of years as it seeks to recover the strong growth and profits that it once enjoyed. Its executive director, Pippa Wicks, called Anyday a “step-change” for the firm and “an important part of our business transformation plans”.

She said that the label has been its most successful own brand home launch in a spring season ever.