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John Lewis

John Lewis

Company: John Lewis Partnership

Brand value: US$768 million

Change since 2019: -11%

Headquarter city: London

Category: Retail

Year formed: 1864

John Lewis is a department store and omni-channel retailer. In 2019, the brand teamed up with its supermarket stablemate Waitrose to focus on synergies the two could achieve together by providing both food and non-food opportunities. The 2019 Christmas season was the first time that the two brands joined forces in their advertising, in a campaign that used a dragon character called Edgar to deploy the humour that Waitrose is known for, as well as the emotion that always accompanies a John Lewis Christmas ad. The concept was applied across media platforms, including a Snapchat lens. Christmas provided disappointing sales, however, and John Lewis managing director Paula Nickolds stepped down in January.

In April, in response to restrictions on physical shopping due to COVID-19, John Lewis launched virtual versions of services such as home styling. It also launched a new online hub on its web site, “Your Partners Through it All” to provide inspiration and activities linked to crafting, cooking, homes and gardens.

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