John Lewis, the iconic British retailer, has launched a new bi-annual publication titled Foundation to celebrate and showcase its extensive home range. This move is part of the company’s broader strategy to reinforce its authority in the home market, where it has already seen significant growth. The publication, which will be sent to over 250,000 customers, including My John Lewis members, marks the retailer’s biggest home campaign since 2021. According to Rosie Hanley, John Lewis’s brand director, the company’s home customer base grew by 11% last year, with over one-third of the UK population shopping with the brand. The launch of Foundation is a testament to the retailer’s commitment to inspiring customers with its style and expertise in home products.
In addition to the publication, John Lewis has also unveiled a highly anticipated homeware collaboration with Sanderson, a British heritage brand known for its wallpapers and fabrics. This partnership, which celebrates both brands’ rich histories—Sanderson was established in 1860, and John Lewis in 1864—has resulted in a collection that blends traditional craftsmanship with modern design. The collaboration is expected to further solidify John Lewis’s position as a leader in the homeware market, which, according to GlobalData, was worth £14.32 billion in 2023.
A Revival of Printed Publications
John Lewis’s decision to launch a printed publication comes at a time when printed media is experiencing a revival. As Hanley noted, “Printed publications that you want to keep and display are having a revival, so our new publication is a great way to showcase our incredible home products.” This trend reflects a growing consumer desire for tangible, high-quality content that can be cherished and revisited, offering a respite from the digital overload of modern life. By embracing this trend, John Lewis is not only catering to customer preferences but also reinforcing its brand as a curator of timeless, quality homeware.
Sanderson Collaboration: A Perfect Match
The collaboration with Sanderson is a natural fit for John Lewis, as both brands share a commitment to British design and heritage. The collection, which includes a range of homeware and furniture, draws on Sanderson’s 165-year legacy of pattern and color, bringing a fresh yet timeless aesthetic to John Lewis’s offerings. Highlights from the collection include patterned quilts, made-to-measure curtains, and the popular Lozenge sofa, which has been expanded to include a 3-seater version in the brand’s color of the year, pistachio green. These pieces are already generating buzz, with some items becoming bestsellers shortly after their release.
John Lewis’s Spring/Summer 2025 Range
Looking ahead, John Lewis has also previewed its spring/summer 2025 range, which promises to continue the brand’s tradition of innovation and style. The new range includes a variety of home textiles, such as rugs and bedspreads, that showcase the retailer’s expertise in this area. Patterned quilts, in particular, have been a consistent favorite among John Lewis customers, and the upcoming collection is expected to build on this success with fresh designs and color palettes.
A Growing Market and Sustainable Trends
The UK homeware market has seen substantial growth over the past decade, with discount sellers like Dunelm, B&M, and The Range leading the charge. However, John Lewis remains a key player, known for its quality and design-led approach. Amid this growth, there is also a rising consumer trend toward sustainability and “underconsumption,” where shoppers are increasingly seeking out durable, timeless pieces rather than disposable, fast-fashion homeware. John Lewis’s focus on heritage, quality, and collaborations with brands like Sanderson positions it well to meet this demand.
In conclusion, John Lewis’s launch of Foundation and its collaboration with Sanderson mark a significant moment for the retailer as it continues to dominate the homeware market. By combining printed media with high-quality, design-driven products, John Lewis is not only celebrating its home range but also setting the stage for future growth and innovation. Visit the John Lewis website to explore their latest offerings and discover the Foundation publication for yourself.
