John Lewis opens pop-up for Anyday own-brand

By

Sandra Halliday

Published
Oct 26, 2021

John Lewis has opened an Anyday pop-up store in Leicester as it puts further support behind its low-cost label that has recently moved into the fashion sector.

Anyday originally launched as a homewares and furniture brand but has since added clothing and accessories. 

The pop-up is the second for Anyday after a similar opening in Cardiff last month.

The label is targeting younger shoppers and students and has opened its pop-up store not far from the John Lewis flagship at the giant Highcross shopping centre. The pop-up includes the clothing and homewares, as well as technology, and pricing of the products in the store is around a fifth cheaper than other own-brand ranges at John Lewis.

However, the company is reducing the risk of cannibalising sales as shoppers will only be able to purchase the items in the main John Lewis branch nearby. That could drive more customers into additional shopping at that branch and avoid the risk that shoppers would ignore the flagship store altogether.

John Lewis department stores chief Pippa Wicks described Anyday as “a step change for us, modernising John Lewis, bringing inspiration and quality to a wider audience. Sales and customer feedback has been brilliant, our customers have described it as modern, vibrant, inclusive and accessible”.