A select few stores unveiled full John Lewis & Partners identities today

Waitrose and John Lewis lorries with all new branding at Magna Park, Milton Keynes with respectively

Waitrose and John Lewis lorries with all new branding at Magna Park, Milton Keynes with respectively, Fleet Engineer Simon Gray, in high visibility waistcoat and John Lewis driver Ian Parsloe, with John Lewis short sleeved polo shirt and high visibility jacket Monday 3 September 2018. - Credit: Fiona Hanson

John Lewis Ipswich today added ‘& Partners’ to its name as the business focuses on what differentiates it from competitors.

Today John Lewis and Waitrose, the two businesses run by the John Lewis Partnership, unveiled their

Today John Lewis and Waitrose, the two businesses run by the John Lewis Partnership, unveiled their new brand identities. Both brands have added & Partners to their names, emphasising the role that its 83,000 Partners play in differentiating the businesses from competitors. Two of the staff partners at the t John Lewis & Partners flagship shop on Oxford Street - Credit: Paul Grover

Today, Partners at the John Lewis Ipswich shop have - for the first time in the company’s history - been included in the businesses’ names as both John Lewis and Waitrose have added ‘& Partners’ to their brand names.

The change has been designed to highlight their partnership business model and culture which differentiates them from their main competitors at a time when both businesses are investing in the service their partners offer.

John Lewis customers in Ipswich will notice newly designed bags, in-store displays and new delivery lorries and vans; as well as a fresh new look on johnlewis.com and the retailer’s app.

In addition to investing in their identities, the John Lewis Partnership said in June that it would continue to invest in both businesses at a rate of £400m-£500m per year, to enable the two retail businesses to differentiate themselves from other retailers.


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Liz Mihell, Head of Shop Trade London and East 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.

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A few stores unveiled new John Lewis & Partners identities today, with the full change to all 50 John Lewis shop facades and fleet of lorries being phased over five years to tie in with refurbishment plans.

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