Spend £50 for Free UK Delivery

Account Basket Menu

Search product or brand

Why the moments

that matter to you,
matter to us
Jess Spiring - Deputy Editor

We put happiness at the heart of everything we

do. And recent research showed us that your
happiest moments aren’t necessarily marked by
"reworks or #oral displays. You "nd joy in
simpler moments too, like a snatched nap on
the sofa, an impromptu supper with old friends
or daring to date again post-divorce. It’s why
we’re proud to announce that John Lewis is
evolving so we can be by your side for all of
life’s moments, from the modest to the
momentous.

When you’re knee-deep in nappies, knee-

high on the career ladder or on your actual
knees trying to make your "rst home
habitable, it can feel like that life stage will
last forever. But new research conducted by
John Lewis into the shopping habits of
millions suggests that we do indeed move
from one ‘moment’ to another identifying
those which shape the rhythm and focus of
modern life.

Some moments can last years, like going to

university, or getting a promotion, while
others, like a milestone birthday pass in a
matter of hours. And then there are those
moments which are more of a mindset,
stopping, starting and overlapping through
the years, such as beginning a new wellness
routine, taking time for yourself or
celebrating national holidays.

The own brand story

John Lewis has always been focussed on helping
customers meet life’s challenges, bringing a
celebratory mindset to life’s joyful moments
and nowhere is this more in evidence than in
our own brand range.

It was launched under the name ‘Jonell’ back in

1937 to sell stockings, rapidly expanding during
the 1950s and 1960s to include hats, bedding,
radios, kitchens and even toothpaste. Name
changes followed with an ‘e’ being added to
create the more fashionably French sounding
iteration ‘Jonelle’ in 1963, reverting to simply
John Lewis and Partners products in the early
2000s. Only products that meet exacting
standards of value and quality are permitted to
carry John Lewis’s endorsement.

But this year, we’re going one step further,

requiring our own brand products to ful"l at
least one of four feature bene"ts:

Thoughtfully Designed
With Expertise and Pride

Consciously Crafted
With Respect and Care

Created for Real Life

With the Everyday in Mind

Made to Last
With Quality That Stands the Test of Time

Products that have what

it takes
‘They’re stringent requirements,’ says Pippa
Wicks, Executive Director John Lewis. ‘But
we have incredibly passionate designers,
craftspeople and buyers within the
partnership who are dedicated to pushing the
boundaries of quality and value to bring
customers products that elevate their
everyday lives. John Lewis’s purpose is to
create a happier world and happier
customers, so insisting that our products
exemplify these qualities means happiness is
the golden thread that runs through the
collection.’

While there are more than 10,000 brilliant

products in the range, this autumn we’ve
singled out 100 heroes that showcase how
John Lewis products take a joyfully bold
approach to enhancing all life’s moments.
‘We’re so proud of this range – it’s why we
put our name on them,’ says Pippa. ‘And the
top 100 will give customers a #avour of what
we hope Own Brand can offer.’

The moments
mindset in action

For the great parenting

adventure
You don’t need us to tell you that raising
children is one of the most rewarding and
challenging moments any of us live through.
With that in mind, our latest TV ad explores
the highs and lows of being a modern dad, from
the constantly-stained-shoulder-years of early
babyhood, to toddler taming at the table,
emergency wee-stops in laybys and "nally that
bittersweet moment they leave you to start
school and you’re left wondering where the
years went.

Our Top 100 products feature several heroes

parents will rely on to make life easier and more
joyful, from the hospital set that will wrap your
boxfresh newborn in the softest organic cotton
sleepsuit, bib and hat, to the car seat that
grows and adapts as your child does, so you
don’t need to replace it every few years.

There are FSC-certi"ed toys (The Forest

Stewardship Council mark con"rms the wood
used is harvested from forests that are
responsibly managed, socially bene"cial,
environmentally conscious and economically
viable) such as this hammer bench which are
designed to survive not just this childhood, but
your grandchildren’s too.

And there are fabulous fashion items for mini-

mes too because, we hate to break it to you,
but they won’t always let you style them your
way.

For all-day con!dence

It’s a given that our own-brand clothing
collections will help you tick off the trends
with #attering cuts and quality fabrics. But
we want to earn our place in your wardrobe
by delivering other feature bene"ts that help
you look good and feel good too. It’s why
our menswear suiting comes with extra
material in the hem and cuffs so they can be
lengthened for the perfect "t, our loafers
rival a pair of trainers for comfort, and our
rugby shirt weighs 330g, a luxury-level
quantity of cotton given the entry-level price.

In womenswear, our design team are beyond

excited about this vintage-inspired handbag
which can be worn three-ways, meaning it
can be deployed for daytime, date or
dance#oor. The bright-blue long coat on the
Top 100 list is so coveted by everyone in the
John Lewis team we’re planning a rota so
we’re not all dressed the same.

Kids don’t miss out either. The fashion-

forward denim jumpsuit on the Top 100 list
uses poppers not buttons for easy dressing
with little "ngers, while the parker on the list
comes with labels that feature space for your
childs’ name, and the #eece is made of
recycled polyester.

For moving out and moving

on
Happily, we will still make "tted kitchens and
almost everything else that will transform your
house into a home, whether that’s a student
rental, your starter semi, or your newly-single
bachelor pad.

Our designers are fanatical about comfort and

quality. Take the Trim sofa that features in the
Top 100, for example. Our testers have checked
every seam and stitch to ensure that it will
never sag and doesn’t need tedious plumping to
look its best. Plant-based chemicals instead of
petrol-based ones have been used to treat the
foam its "lled with, while the Trim’s frame is
guaranteed for 15 years, so Fido will still be
stealing the best seat in the house in his
twilight years.

Not in the market for a new sofa? Then

disguise your old one with the goes-with-any-
scheme Segments cushion that’s generously
stuffed in our Herbert Parkinson factory in
Lancashire with high quality and sustainably
sourced down. A comforting thought, isn’t it?

For happy hosting and

gathering
At John Lewis, we’re not about making do,
we’re about making the most of every day,
which means never missing an opportunity to
build magical memories with loved ones. And
where does that happen more often than
around the kitchen table?

From a Michelin-worthy date-night dinner, to

a lazy Sunday brunch with the kids or just,
you know, Monday night leftovers after work,
our own brand offering has your mealtime
moments covered. From the gorgeous
Leckford tableware range that’s inspired by
our sustainable farm in Hampshire, to the
Santino dining chairs that are so comfortable
your dinner party guest won’t realise it’s
already 1am.

For the ultimate night’s

sleep
Finally, while you may not immediately think of
sleep as a moment, in our study it was alluded
to repeatedly by participants. Winding down,
taking time to relax, starting the day right and
the menopause (the ultimate sleep thief) were
all considered signi"cant life moments. It’s little
wonder since science now indicates that a great
night’s sleep is the cornerstone of wellbeing.

Our top 100 products list has an abundance of

items to ease you off to a restful slumber. The
all-star is without doubt our Eco Mattress
which has 1,200 pocket springs for all-night
comfort, a breathable organic cotton cover that
will keep you cool in summer and warm in
winter, and "lling made from responsibly
sourced polymer "bres (made from 300
recycled plastic bottles). Lay it on top of our
Cherry Rattan bed frame dressed with our
organic cotton bed linen collection and you’ve
got the bed of dreams.

We’ve got you covered too with pyjamas,

slippers and of course our best-selling cashmere
for lazy lie-ins. The kids don’t miss out either,
with sleeping bags and, ahem, a hammer bench
for your 5am wake-up call (sorry).

BE IN THE KNOW

Get inspiration, new arrivals and the latest offers to

your inbox

Sign me up for emails

Help

Delivery

Shopping

More from us

Finance

Terms

Feedback
Your comments help us improve our website

Leave feedback

Download the John Lewis app

John Lewis plc is a credit broker and not a lender. John

Lewis plc, 171 Victoria Street, London, SW1E 5NN.
Authorised and regulated by the Financial Conduct
Authority (FRN 724309). Credit is provided by the lender
Creation Consumer Finance Ltd.

© John Lewis plc 2001 - 2023

for all life’s moments