The showrooms are part of the John Lewis Partnership’s bid to tell consumers about its Anyday range which launched in April and have been set up in shopping centres the Partnership already operates are in.
The idea is that shoppers can learn more about the range at the pop up before purchasing products on the John Lewis app or online or from the nearby John Lewis shop.
John Lewis has trialled pop ups in Milton Keynes, Nottingham, Oxford, and the Trafford Centre in Manchester and is currently operating temporary showrooms in Cardiff and Leicester.
The pop ups have displays of the Anyday home and nursery ranges, with some featuring Anyday fashion which launched in September.
The range includes menswear, womenswear, and childrenswear and was designed in-house. The Partnership’s head of design Iain Ewing guided his team to create a 700 piece range designed around key shifts in attitudes towards clothes, with a focus on ‘two-mile wear’; casual clothing that is comfortable enough to wear at home and stylish enough to venture out in.
“Anyday continues to be a stepchange for us, modernising John Lewis, bringing inspiration and quality to a wider audience,” Pippa Wicks, executive director at John Lewis said in a statement annoucing the launch of Anyday fashion. “Sales and customer feedback since our spring launch has been brilliant, our customers have described it as modern, vibrant, inclusive and accessible.
“Our fashion customers are optimistic and open-minded in their outlook, they look for unique, sustainable, trend-driven products at a great price and I truly believe Anyday offers all of this to them.”
Anyday fashion prices range from GBP4 (US$6) for children’s leggings to GBP95 ($131) for men’s puffer jackets made from recycled wadding.
As with homeware, the John Lewis Partnership says the brand is its most affordable to date, noting prices are on average 20% lower than its current own-brand ranges.