John Lewis develops expansive, affordable own brand line

The Anyday brand includes home goods, technology items and baby products, all at a price point that is 20% less than the current John Lewis store brand options.
Dan Ochwat
Executive Editor
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shower radio

U.K. retailer John Lewis has rolled out a value own brand that’s priced on average 20% less than its current private brand selection of products.

The Anyday brand includes a range of 2,400 products across home goods, technology and baby apparel and care products. The first slate of items launched April 12 with more than a thousand more products being added in the fall, entering new categories, too.

“The Anyday range signals a step-change in the modernizing of our brand and offers customers John Lewis quality at prices they wouldn’t expect,” said Pippa Wicks, partner and executive director at John Lewis. “We want to challenge value perceptions of John Lewis and attract a broader group of shoppers who want to combine style and value. This range has been specifically designed around how our customers live today. Whatever they need, we will have a product which suits their budget, from space-saving products, cost-effective baby clothes and affordable technology to portable pieces renters can take with them when they move. This launch is a return to our commitment to offer great value for money, but it’s also an exciting opportunity to build on our own brand strengths and supercharge them for the future."

a stool

John Lewis designed the products in-house and said the need was to get more affordable for shoppers, citing customer research that said 60% of U.K. adults are shopping more money conscious now than before the COVID-19 pandemic.

The retailer’s product designers drew from customer feedback regarding key moments in the customer’s lives and what products those customers felt weren’t being offered enough at a lower price point. The research pointed to customers looking to furnish a first home, making a rented space feel more homely, hosting family gatherings, preparing a baby nursery and dressing growing children from school uniforms to basics.

Some product examples from the new line include decorative cereal bowls and mugs, cushions, rugs, a cot bed, high chair, shower radio and many more furnishings.