John Lewis announces landmark new ‘& Partners’ brand identity

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The total rebrand aims to differentiate John Lewis and Waitrose from competitors by focussing on its partnership business model and culture.


Partners are clearly important to the John Lewis Partnership - there are currently 83,000 of them. For the first time in the company’s history, the Partners are now fully acknowledged in the new ‘& Partners’ brand identity. The change comes at a time when both John Lewis and Waitrose are investing in the service their partners offer.


On 4 September ‘John Lewis & Partners’ and ‘Waitrose & Partners’ were unveiled on the facades of John Lewis’s flagship store on Oxford Street, which has recently undergone a multi-million pound refurbishment, its White City, Westfield store, and Waitrose shops in Edgware Road and Clerkenwell, London.


The rebranding extends beyond shop facades to the company websites, carrier bags, uniforms, trolleys, marketing activity, internal shop signs and selected lorries and vans.


The full identity change will roll out to all 50 John Lewis and 348 Waitrose shop facades over a number of years, to tie in with existing store refurbishment plans.


The John Lewis Partnership reported that it is investing in its Partners to enhance the company’s skills and product knowledge in order to deliver exceptional experiences to customers. This includes the creation of Customer Service Ambassadors who provide warm and personalised customer service front of store, and the training of Partners to offer a concierge style service, as well as investing in new tech to improve customer service.


Paula Nickolds, managing director at John Lewis & Partners, 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. It includes a new TV and cinema advert, which features children putting their heart into performing a school play to the sound of Queen’s Bohemian Rhapsody song, and ends with the line ‘For us, it’s personal’.


Retail Gazette reported on 5 September that on the same day as the company announced its rebrand it cut 270 roles, which are understood to be spread across 50 department stores, in the IT, finance and store security departments.

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