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John Lewis Edinburgh adds ‘& Partners’ to its name as the business focuses on what differentiates it from competitors

Posted: 5th September 2018

Today, Partners at the John Lewis Edinburgh shop have – for the first time in the company’s history –  been included in the businesses’ names as both John Lewis and Waitrose have added ‘& Partners’ to their brand names.

The change has been designed to highlight their Partnership business model and culture which differentiates them from their main competitors at a time when both businesses are investing in the service their Partners offer.

John Lewis customers in the city will notice a striking new window display, newly designed bags, and signage in store, new livery on lorries and vans; as well as a fresh new look on and the app.

In addition to investing in their identities, the John Lewis Partnership said in June that it would continue to invest in both businesses at a rate of £400m-£500m per year, to enable the two retail businesses to differentiate themselves from other retailers by innovating in products, customer service and services.

Today, John Lewis & Partners’ largest own brand womenswear collection of 300 designs, which was created entirely in-house and carries the new name John Lewis & Partners went on sale and will be available on level 3 of the shop. The retailer has also launched its first own-brand gifting collection called ‘Find Keep Give’ in all shops and online. The range comprises unique pieces, the majority of which were designed in-house by Partners.

John Lewis & Partners is also investing in its Partners to further develop their skills and product knowledge in order to deliver exceptional customer experiences supported by technology.

Barry Blamire, Head of Branch at John Lewis & Partners Edinburgh said; “Our Partnership business model and the inherent strength of our Partners really sets us apart. That’s why the change to our visual identity this week puts Partners back at the heart of everything we do. This move not only reflects the business we have become but more importantly, the business we want to be.”

The  launch of the new identity is being supported by the first ever joint John Lewis & Partners and Waitrose & Partners national marketing campaign; the single biggest ever campaign for both brands outside of Christmas. The campaign shines a light on the stories and skills of more than 100 real Partners from across both businesses to illustrate what makes the Partnership a unique business.

A select few stores unveiled new John Lewis & Partners identities today, with the full change to all 50 John Lewis shop facades, including Edinburgh, and fleet of lorries being phased over five years to tie in with refurbishment plans

Business Comment

Business Comment is the Edinburgh Chamber of Commerce’s bi-monthly magazine. It provides insight on Edinburgh’s vibrant business community, with features on the city’s key sectors, interviews with leading figures and news on new business developments in the capital.
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