Peter Ruis, executive director of John Lewis, sees market consolidation as a major development opportunity and intends to increase the department store’s fashion division.
In order to “convert more of our customers, who might have been buying washing machines before, into fashion,” Ruis stated that the company intended to “move our premium assortments upwards.”
“It does not imply that we are abandoning high street [brands].” Selling products like Mango and switching to Awake Mode is what makes John Lewis so attractive, he continued.
After working at Anthropologie and Jigsaw before rejoining John Lewis in January 2024, Ruis also gave an explanation of the reasoning behind the recent reinstatement of the “Never Knowingly Undersold” policy, which now includes price matching with online retailers like Asos and Amazon.
Sales have already significantly increased as a result of the switch, he claimed, especially in the tech, beauty, and fashion sectors.
Along with highlighting the impending investment in the Peter Jones shop on London’s Sloane Square, which he hopes to turn into “a world-class department store for people around the world to visit,” Ruis also intends a significant renovation throughout the John Lewis retail estate over the course of the next ten years.