John Lewis is putting Topshop products into its shops starting next year. The move is part of John Lewis’ goal to attract younger customers and reinvigorate its fashion offerings under managing director Peter Ruis.

“We think this is something people will queue outside the door for,” Ruis said, adding that the alliance hopes to attract “family day out” consumers of all ages.

For Essex shoppers, the Chelmsford John Lewis store will provide the entire Topshop experience, reintroducing the brand that was once a fixture on British high streets.

The brand has been held by online retailer Asos since 2021, but customer demand for actual shopping experiences has prompted the return to stores.

Michelle Wilson, Topshop’s managing director, acknowledged that customers have been “desperate to see Topshop back in stores” and expects the relationship to attract new customers to John Lewis who may not have previously visited.

The collaboration comes as John Lewis continues its transformation strategy, investing extensively in fashion to generate growth ahead of the critical Christmas shopping season.

Topman items will also be accessible, although only in six John Lewis shops across the country at first.

Essex fashion fans won’t have to wait long: the Topshop collection will be available at John Lewis Chelmsford in February.

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