John Lewis answers supermarkets with Value homewares range

John Lewis is launching a low-price range of Value homewares this week to fend off the growing competition from supermarkets.
The John Lewis Value collection consists of 100 home products priced significantly lower than those already in store. A pack of four Value wine glasses, for instance, carries a tag of £4 compared with £2.25 each at existing prices.

The range, positioned to compete directly with supermarkets’ non-food offers, is set to double next year with the addition of fashion lines.

Meanwhile, the retailer has just launched a new in-store lifestyle magazine for customers.

Former Marie Claire editor Marie O’Riordan is editor-in-chief of Edition, which will provide customers with fashion, interiors, home technology and lifestyle content and include hints, tips and advice.

Ex Marie Claire deputy editor Vanessa Thompson takes up the editorship of the magazine, which also promises a host of high-profile contributors.

John Lewis Edition will primarily target females aged 35 to 45 but will also reach out to younger and older audiences who share similar attitudes and outlooks – including empty nesters aged 45+, affluent couples aged 25 to 34 and affluent men aged 35 to 44.

It will be produced five times a year, during the autumn, Christmas, New Year, spring and summer.

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