John Lewis is hoping the contemporary menswear customer will shopping at its stores with the introduction of six new brands.
The store announced that from this week it would be selling new mens fashion brands including Danish brands Wood Wood and Rains, as well as French urban lifestyle brand Eleven Paris and Penfield, an American outerwear company.
John Lewis assistant buyer for menswear Lucy Parkyn told Drapers: “This is the first step in a long-term strategy. We know younger male shoppers want these brands, but at the moment we’re not making enough of the potential that exists. It’s a key opportunity; we felt the time was right to reach out to a customer we know shops with us with a more exciting, inspirational, contemporary set of brands."
Menswear brands buyer Beth Pettet added that John Lewis was in ongoing discussions with other brands to follow the latest signings, with more to be added in the coming weeks and months.
She said: “We have a wide-ranging customer base but we want to make sure we’re reaching everybody. There are more brands on the way."