John Lewis, the 46-store department store retailer in the United Kingdom, expects its home business to generate $1.32 billion in annual revenue by 2020.

In addition, the company continues to expand its exclusive relationships with external brands, such as West Elm, Loaf and U.K. dining chain Leon. West Elm launched its in-store shops in John Lewis last year, and the brand will soon roll out to a total of nine branches. The Loaf collection will include five exclusively designed pieces available in 22 fabrics.

The retailer also plans to grow by focusing on design credentials and quality, including the debut of its Design Project collection this fall, a 250-piece line designed in-house that targets consumers looking for contemporary products. John Lewis will continue to grow its own existing brands, including House, which targets “generation rent,” the retailer said, and Croft, which uses natural luxurious materials in timeless designs.

The sales goal “from our own brand will be a landmark milestone for John Lewis, and it’s a reflection of our belief in our John Lewis design credentials and assortment,” said Christine Kasoulis, buying director for home at John Lewis. “I’m passionate about the products our in-house design team is creating, and this ambition will be led by our latest collection, Design Project. It’s a visually arresting collection with items which are thoughtfully designed and made from the best materials.”

John Lewis recently invested $18.4 million in its flagship Oxford Street Home department and has opened new Home Hub departments at its new branches in Horsham, Basingstoke and Birmingham—a dedicated area bringing together all of John Lewis’ home services. New shops opening in Chelmsford and Leeds this year will also contain a Home Hub. The retailer’s home services include home design consultation, Any Sofa Any Fabric, fitted furniture, custom made window dressings and more.

(Source: hfndigital.com  Author: Andrea Lillo)