John Lewis has today announced the arrival of “FOUND at John Lewis”, a new fashion and lifestyle concept that will be unveiled for the first time at the regional flagship Birmingham shop when it opens its doors on Thursday 24th September. The new store has been chosen as the first John Lewis shop in the country to feature the concept.
FOUND at John Lewis will offer customers a boutique shopping environment by bringing together a curated edit of existing and new brands across womenswear, accessories, beauty, homeware and technology all in one space.
Found will see the introduction of 27 new brands to John Lewis including clothing lines Maison Scotch,BZR by Bruuns Bazaar, Supertrash, Samsøe & Samsøe, Urban Code, Parka London, Numph, Des Petits Hauts and homewares ranges from Amelia Robe Chocolate and the School of Life.
The in-store FOUND at John Lewis space will have a clean, contemporary feel, with a neutral palette. It will evolve regularly to reflect new points of view with expert John Lewis buying teams selecting products and brands to complement the concept’s lifestyle and style. In addition, dedicated specialist Partners (employees), chosen for their style expertise, will be on hand to provide expert knowledge and advice.
In Birmingham, FOUND at John Lewis will be over 4,000 sq ft. It will open with a pop up brand installation from Shore Project watches that will showcase their new season designs and launch their new knitwear brand Old Harry. The permanent space will evolve every six weeks afterwards and be used for experiences, installations and brand pop ups. The next brand on the schedule is House of Hackney, a showcase of the eclectic blend of fashion and homewares together with the brands’ collaboration with the iconic William Morris archive.
Found at John Lewis Birmingham will also house the fashionable Joe and the Juice cafe, providing a space for customers to take time out and relax within the surrounds of FOUND.
Paula Nickolds, brand and buying director at John Lewis said:
FOUND at John Lewis marks a fundamental shift in the way we sell fashion at John Lewis. The concept signals a real change of pace for John Lewis fashion. Through our customer insight we know our customers want an edited selection of product and they like all parts of their life to reflect their style, extending beyond their clothes to the candles in their homes and the headphones they wear. FOUND at John Lewis will create this for our customers seamlessly, creating an effortless boutique shopping experience that is both engaging and unique in terms of product and environment. We hope customers will explore FOUND at John Lewis with a sense and feeling of discovery
John Lewis Birmingham is the business’ first full line department store to open in four years and will be one of the biggest John Lewis shops outside of London. The 250,000 sq ft department store will be the anchor tenant of the new Grand Central retail development, which sits above the redeveloped New Street Station.
The shop represents a £35m investment by the business in the city and will be John Lewis’s most innovative shop to date. It will showcase the best of the department store’s offer, allowing customers to shop from more than 350,000 products from the retailer’s full range, including those leading the latest fashion, furniture, homewares, beauty and technology trends.