Hammerson has announced that John Lewis has launched a new store featuring its ANYDAY range at its flagship destination, Highcross, Leicester.
The initiative optimises a prominent space within Highcross with a creative showroom and allow John Lewis to build brand awareness for its newest range.
Designed in-house by John Lewis, ANYDAY boasts homewares, technology and clothing, all competitively priced for a broader customer base, particularly a younger demographic. The collection is on average 20 per cent lower than John Lewis’ current own brand items, whilst maintaining the quality and style it is synonymous for.
Customers will be able to get a feel for the ANYDAY collection before making a purchase within the nearby John Lewis store, a few metres away. This is only the third showroom for ANYDAY and comes after John Lewis expanded the range to include menswear, womenswear and childrenswear following an initial launch in April featuring home, technology and nursey essentials.
Highcross’ strong line-up of retail and leisure brands and vibrant day-to-night culture ensures that it is the premier destination of choice for both locals and visitors. Innovative and engaging experiences are at the heart of the centre and this year Highcross has continued to innovate as it became dog-friendly and hosted the city’s biggest ever public art event with Rocket Round Leicester.
Harry Badham, Chief Development and Asset Repositioning Officer, Hammerson said: “As an anchor brand at Highcross, we’re excited to be working in partnership with John Lewis to engage with a new customer base through ANYDAY. This new store is just the type of experience that will resonate with shoppers, particularly our younger customers and students arriving for the new term. This is a key part of the mall, and ANYDAY will enliven it further, creating a new vibrancy for our flagship.”
Pippa Wicks, Executive Director at John Lewis, said: “ANYDAY continues to be a stepchange for us, modernising John Lewis, bringing inspiration and quality to a wider audience. Sales and customer feedback since our Spring launch has been brilliant, our customers have described it as modern, vibrant, inclusive and accessible.”
ENDS