John Lewis has announced the creation of FOUND at John Lewis, a new fashion and lifestyle concept. Set in a boutique shopping environment, FOUND at John Lewis will introduce new and niche contemporary womenswear, accessories, beauty, homeware and technology brands. As part of the launch, 27 new brands will be introduced including BZR by Bruns Bazaar, Des Petits Hauts and Samsøe & Samsøe which will feature alongside accessory offerings from the likes of Nike, Asics Onitsuka Tiger and Jessie Harris Jewellery. Designer homeware will also be available from brands such as Tom Dixon, Normann Cophenhagen and Poole Pottery as well as stationery from The School of Life alongside innovative technology brands such as MightyPurse, Braven and Skinny Dip London. Beauty products from niche brands such as Grown Alchemist and Maison Margiela will also be available. A central feature of FOUND at John Lewis will be Denim Wardrobe by Trilogy following its successful launch earlier in the year at Peter Jones and online where J Brand, Paige Denim and American Vintage brands were introduced. FOUND at John Lewis will be launching at the new John Lewis Birmingham Store when it opens on September 24 and will also be available online from the same date. Extending over a 4,000 sq. ft. shopping space, the Birmingham FOUND at John Lewis will be home to a pop up brand installation which will evolve every six weeks as well as housing a Joe and Juice café. The FOUND at John Lewis concept will then be rolled out to the John Lewis Liverpool store in November.

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