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John Lewis Announces New Lifestyle Concept: Found

Ever bought a new dress and just couldn’t figure out what to pair it with? British retailer John Lewis is here to help with a brand new fashion and lifestyle concept launch. 


Key pieces from #BruceOldfieldforJL on display at @chelsea_physic_garden

A photo posted by John Lewis (@johnlewisretail) on

Found, launching 24 September online and in the retailer’s brand new Birmingham store, will be a curated edit of both its existing and new brands. The featured items will span across fashion, home and tech, making buying into a whole lifestyle easier than ever, which is the complete opposite of how the department store usually showcases its products in distinct, separate sectors.

The move is an obvious bid to appeal to a much younger audience and will include 27 new brands, including fashion lines by Maison Scotch and Parka London. Plus, the trendy Joe & The Juice cafe will add to the 360-degree lifestyle feel as it’s set to reside in the store.

Will the concept revolutionise the way in which John Lewis sells or is it marketing that’s gone one step too far? Only time will tell.