John Lewis is widening its fashion offer for Autumn/Winter 2025 with 100 new brands and the planned return of Topshop to high streets in February, the retailer announced as a fashion editor published a seasonal selection of 16 "sell-out" buys from the store.
The moves form part of a broader push to refresh John Lewis’s assortment online and in-store, while marking the department store’s centenary of its "Never Knowingly Undersold" pricing promise. The editor, who reviewed the new-season ranges across web and store, said the selection was intended to simplify shopping amid the expanded choice.
Among the arrivals this season is Russell & Bromley, the British footwear maker that has been added to the John Lewis assortment after more than 140 years in the trade. The retailer has also introduced the Spanish sustainable trainer label Alohas, which the editor noted had already exceeded sales expectations since its July launch on the site. John Lewis’s own-brand footwear options, including wider-fit Mary Jane flats and patent leather loafers, were highlighted as accessible alternatives.
Outerwear selections include an expanded Barbour presence, with John Lewis carrying 10 exclusive items. The editor drew attention to a Luella waxed jacket priced at £299 and recommended John Lewis’s own-brand macs and wool-blend trenches as lower-cost options that aim to replicate a quiet-luxury aesthetic. Price points cited by the editor included a lightweight check mac at around £139 and a textured wool-blend trench at approximately £179.
On denim, the department store continues to stock premium labels such as Frame, Good American and Paige, which the editor identified as John Lewis’s fastest-growing denim brand. High-end offerings such as Frame’s "The Collegiate" jeans were mentioned as premium investments, while the retailer’s AND/OR own-brand flared jeans were presented as a more accessible alternative at about £79.
Handbags and accessories were also part of the curated list. Radley, a long-standing John Lewis partner, has introduced more design-led leather pieces since hiring an ex-Loewe designer, the editor said. The store’s pre-loved concession, Sign of the Times, was cited as a route to lower-cost designer buys, with an example of a Gucci cross-body listed at £899. The editor also urged shoppers to watch for exclusive Mulberry launches landing in store the week the selections were published.
The editor’s picks stressed the role of John Lewis’s own-brand basics in the seasonal wardrobe. Examples included organic cotton T-shirts priced between £14 and £18 across three cuts, and cashmere crewnecks and cardigans at roughly £129 and £109 respectively. The editor noted those items were designed to be durable and suitable for layering through autumn and winter.
John Lewis’s wider commercial context was referenced in the editor’s notes: the retailer is celebrating a century of its price-matching pledge and reported sales growth this year. The editor cited a 36 percent increase in sales for John Lewis’s clothing and fashion ranges, reflecting the retailer’s investment in expanding brand partnerships and in-house labels.
Industry observers said wider assortments and exclusive brand tie-ins are common strategies among department stores seeking to differentiate amid online competition and the return of physical retail demand. John Lewis’s scheduled reintroduction of Topshop to high streets in February next year follows broader trends of established high-street names re-entering physical locations through partnerships with larger retailers.
The editor’s curated list is positioned as a shopping guide for consumers navigating the expanded offering at John Lewis, with examples spanning footwear, outerwear, denim, bags and wardrobe basics. Prices and availability cited reflect the retailer’s published ranges at the time of the feature.