John Lewis plans to add more than 100 fashion brands in next 12 months by bringing fashion products direct to customers online


John Lewis has announced that it will launch more than 40 new brands in the next six months by allowing, for the first time, fashion brands to sell their products directly on  In addition, customers will be able to access even more products from brands that are already sold on the website. 

In the coming months, we will launch new brands which aim to attract a more diverse range of customers including plus-size lingerie brand Oola and inclusive Menswear brands Raging Bull and Spoke London.  Key brands including Farah, Simon Carter apparel and Trotters childrenswear have also been added in response to their appeal to our customers.  We’ll also grow our range of more affordable brands online including Crew Clothing, Dorina Lingerie and Lands’ End.  Responding to customers’ increasing interest in sustainable and conscious shopping, new brands such as Knowledge Cotton Apparel, Dedicated and Lefrik utilise entirely organic, or recycled fabrics. 

Pippa Wicks, Partner and Executive Director at John Lewis said: “We’ve offered customers the option to buy larger branded home products directly from suppliers via for a number of years and we’re now expanding this into fashion, providing customers with even greater choice. As part of our plans to modernise the John Lewis brand, we’re expanding both the number of fashion brands and the range of those we already sell on In the future, we plan to bring onboard and expand many more of our fashion brands, giving customers even more of what they love.”    

Examples of new brands for sale on include:


  • Dorina 
  • Hot Squash
  • Little Mistress 
  • Maison Scotch
  • Nudea 
  • Oola Lingerie
  • Playful Promises 
  • Sculptress Lingerie


  • Ben Sherman
  • Farah
  • Harrys of London
  • Koy Clothing 
  • Psycho Bunny 
  • Raging Bull 
  • Spoke London 


  • Dinoski 
  • Trotters 
  • The Little Tailor 

Menswear, Womenswear and Childrenswear 

  • Crew Clothing 
  • Dedicated
  • Knowledge Cotton Apparel
  • Superdry 

Accessories, Footwear

  • Doughnut Bags 
  • Hush Puppies
  • Just Sheepskin
  • Lefrik
  • Rocket Dog
  • Sperry
  • Ucon Acrobatics 

Brands which are expanding their range on include:

  • Cyberjammies (Menswear, Womenswear, Childrenswear) 
  • Lyle and Scott (Menswear, Womenswear) 
  • Original Penguin (Menswear) 
  • Scotch and Soda (Menswear) 
  • Simon Carter (Menswear) 
  • Wax London (Menswear) 
  • Barbour (Menswear and Womenswear)
  • Alpha Industries (Menswear, Womenswear)
  • Panache (Womenswear)
  • Sketchers (Footwear)
  • Toms (Footwear)
  • Hunter (Footwear)
  • Cole Haan (Footwear)