John Lewis launches new own-brand value range called ‘ANYDAY’ to target money-conscious consumers

John Lewis has launched a new own-brand range called ‘ANYDAY’ – with over 2,400 home essentials now available online and in-store spanning key areas of the home, including Living Room, Kitchen, Home Office, Outdoor and more.

Consumers electronics and large appliances are not currently included, but the retailer added that further categories will be added and expanded in the Autumn.

The new ANYDAY range will focus on delivering “enhanced value” through daily life products, John Lewis said, to appeal to a broader group of shoppers and their wide range of needs.

The products will be the company’s most affordable to date and have been designed for and around its customers’ lives. ANYDAY prices are on average 20 per cent lower than the chain’s current own brand prices, with some as much as 40 per cent cheaper. Prices range from £1.50 for a face cloth to £499 for a three-seater sofa.

Within the range is an ANYDAY 1.7L cordless kettle and matching two-slice toaster, priced at £25 each.

Pippa Wicks, Executive Director at John Lewis, said customer research had shown that 60 per cent of UK adults are more money conscious now than they were at the start of the COVID-19 pandemic.”

Ms Wicks added that the launch of ANYDAY is “a critical element” of John Lewis’s turnaround strategy, which aims to grow market leadership across technology, homeware, baby care and baby clothing.

Ms Wicks continued: “The ANYDAY range signals a step-change in the modernising of our brand. 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. Whatever they need, we will have a product which suits their budget.

“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.”