John Lewis is creating 80 new buying and design roles to fuel the growth of its own-brand offer.
Own-brand and exclusive product now accounts for 35% of the mix at John Lewis, and the business wants to boost this to 50%.
The retailer will be hiring designers, technologists and brand managers. There will be a 70% increase in technologists and a 50% increase in the number of designers in the business as a result.
John Lewis managing director Paula Nickolds said it was an “unprecedented investment” for the retailer.
“There is a desire to create our own products that are targeted at our customers,” said Nickolds. “We are focusing on product differentiation and we are showing real momentum with own brand. We need our own perspective.”
Own-brand womenswear at John Lewis was up 15% on the year to 27 January.