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Published on April 13th, 2021 | by The GC Team


John Lewis launches ANYDAY, an everyday value brand

John Lewis has launched a new, in-house designed range of products focusing on “quality and style at everyday prices”, spanning eight key areas of the home including Kitchen, Dining, Living Room, Home Office and Outdoor. 

The competitively priced, own-brand range named ‘ANYDAY’ will focus on delivering “enhanced value in the products we know our customers love and need for daily life, while maintaining the John Lewis promise of quality and trust”. 

Over 2,400-strong ANYDAY collection is available to purchase at johnlewis.com and in-store, and will expand into new categories this autumn to include over a thousand more products.  

The launch is a critical element of the retailer’s turnaround strategy and the products will be its most affordable to date. ANYDAY prices are on average 20% lower than John Lewis’s current own-brand prices, with some as much as 40% cheaper.  

Customers can purchase an ANYDAY 1.7L cordless kettle and matching 2-slice toaster, available in silver or black finishes, each costing £25.

“One of our business’s founding principles was offering value for money and we are reaffirming our commitment to this concept,” the retailer said.

“Another principle of our business is being creators – we design and make unique products that customers can’t get anywhere else and we’re expanding this through ANYDAY.” 

Pippa Wicks, Partner & Executive Director at John Lewis (pictured), said: “The ANYDAY range signals a step-change in the modernising of our brand and offers customers John Lewis quality at prices they wouldn’t expect.

“We want to challenge value perceptions of John Lewis and attract a broader group of shoppers who want to combine style and value. This range has been specifically designed around how our customers live today.

“This launch is a return to our commitment to offer great value for money, but it’s also an exciting opportunity to build on our own brand strengths and supercharge them for the future.”

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