How to get your brand in John Lewis (with insider tips)
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Posted: Wed 23rd Oct 2024
Having a major retailer like John Lewis stock your products can be a game-changer for any small business.
With access to a vast customer base and the credibility that comes from being associated with such a trusted name, it's an opportunity to take your business towards significant growth.
But breaking into a large retailer requires careful preparation, the right strategy and persistence. In this blog, we'll guide you through the steps needed to align your brand with John Lewis, from pitching your product to managing your relationship with the company.
Throughout, you'll pick up tips from Anna Rigby, a buying and merchandising expert who's held head of buying roles with John Lewis for decades.
Understanding John Lewis as a retailer
Brand values and culture
It's really important to understand John Lewis's values and culture before you think about approaching the retailer.
Known for its commitment to quality, ethical sourcing and sustainability, John Lewis carefully selects brands that match its principles. If your business prioritises environmentally friendly practices, fair trade or high standards of craftsmanship, you're already on the right track.
The more your brand resonates with John Lewis's core values, the higher your chance of standing out to its buyers.
What John Lewis looks for in new brands
John Lewis continually seeks out unique, high-quality products that cater to its discerning customer base. It prides itself on offering something distinctive, so small brands with innovative products or a fresh approach can gain significant attention.
Product categories that tend to do well include homeware, fashion, beauty, technology and children's goods, but the key is always quality and uniqueness.
Your brand should offer a clear point of difference from other products on the market, whether through design, functionality or your commitment to sustainability.
John Lewis also values transparency and authenticity, so being able to clearly communicate your brand's story, values and production process will be a huge asset when engaging with its buyers.
Anna says:
"I'd look for the same things in any new supplier to John Lewis, large or small. First, an exciting, inspiring and well-made product that's been sustainably and responsibly sourced, and will offer us and our customers great value.
I'd also look for a business that we can work with in partnership – someone who holds the same values as the partnership and is stable, honest and capable of offering something unique."
Examples of successful small business partnerships
John Lewis has a history of working with small businesses and helping them scale. For example, brands like Neom Organics, which began as a niche wellness company, now enjoys widespread success through its partnership with John Lewis.
Other small brands in categories like artisan homeware or innovative tech have also found their footing through this major retailer.
These success stories highlight how small businesses can grow from a strong collaboration with John Lewis, especially when their products align well with the retailer's ethos and appeal to its customer base.
Preparing your business for large retailers
Making sure you're ready to grow
Before approaching John Lewis, your business must be primed to handle large orders. Scaling up production to meet increased demand is a key challenge for many small brands.
Make sure your supply chain can handle a higher volume without compromising on quality. Whether you manufacture in-house or work with suppliers, having reliable processes in place is essential.
Consider how quickly you can replenish stock, manage logistics and maintain consistent quality standards. John Lewis will expect you to deliver at a high level, consistently, especially during peak seasons.
Meeting retail standards
Large retailers like John Lewis have stringent requirements for the products they stock. This includes meeting specific industry regulations, safety standards and certifications, depending on the type of product you offer.
For example, if you sell electrical goods, you'll need to comply with electrical safety regulations. If your products are for children, you must have certain safety certifications.
Packaging too plays a significant role. John Lewis expects high-quality, professional packaging that fits with its brand image.
Your packaging must not only protect the product but also communicate your brand's story and values. Making sure your business keeps to these retail standards is vital before you submit your product for consideration.
Anna says:
"Only get in touch with John Lewis if you're confident you can supply a leading omnichannel retailer with the requirements that will bring.
"That includes sustainable and traceable sourcing, strong branding, suitable packaging to survive our supply chain, reliable supply, workable margins and so on."
Strengthening your brand and story
John Lewis isn't just interested in products – it cares about the brands behind them. Having a strong, authentic brand story will help you stand out.
Clearly define your unique selling points (USPs) and communicate what makes your brand special. Highlight any sustainability practices, ethical production methods or community-driven initiatives you run. Customers increasingly look for brands with values they can connect with, and John Lewis is known for supporting such brands.
Invest in professional branding – from your website to your marketing materials. Strong visuals, a clear message and a compelling story will enhance your appeal to both John Lewis's buyers and its customers. Being well prepared in these areas can significantly improve your chances of securing a retail partnership.
How to approach John Lewis
Research the right contact points
The first step to getting your brand into John Lewis is finding the right buyer for your product category. John Lewis has a structured buying process, with specific buyers handling different departments like homeware, fashion, beauty and tech.
Start by researching the appropriate contact points. LinkedIn can be a valuable tool for identifying key buyers, or you can attend industry events where John Lewis representatives are present. You can also explore John Lewis's website to understand its product categories and align your outreach accordingly.
Anna says:
"It's important to identify the right buyer for your product. Once you've done that, in a succinct, straightforward but engaging way, tell them buyer all about what you offer. Buyers love something new!
"Think about what they'll need to know to decide whether to follow up on your initial communication.
"Give them the full picture, convince them you've done your research and set out the reasons why you believe your product or service is a good fit with John Lewis. If they need more information, supply it quickly to keep the momentum going.
"Aim to meet the buyer in person to discuss in more detail and develop a partnership. Be memorable for the right reasons."
Networking and building relationships
Networking is essential when trying to secure a deal with a major retailer. Attend trade shows, industry events and pop-up markets where John Lewis buyers may be scouting for new brands.
Events like Top Drawer, Spring Fair or even local craft fairs can be ideal for making connections. When you meet buyers, focus on building a personal relationship rather than just pitching immediately. Establishing a rapport can go a long way toward getting your product noticed.
Anna says:
"Aim to meet the buyer in person to discuss in more detail and develop a partnership. Be memorable for the right reasons."
If possible, seek out mutual connections or introductions through other industry contacts. Buyers are more likely to take notice if a trusted source recommends your brand.
Crafting a winning pitch
Your pitch to John Lewis must be professional, concise and compelling. Start with a clear overview of your product, highlighting why it stands out in the market.
Include data on your product's sales performance, customer feedback and demand, if you have it. Focus on how your product meets a gap in John Lewis's current offering or enhances its existing range.
Emphasise your brand's story and values, as John Lewis finds these important. Demonstrate that you understand its customers and can offer something unique. A professional pitch deck or presentation can help illustrate your brand's potential.
Be prepared to explain your pricing, supply chain and ability to scale, as these practical elements will influence whether a buyer takes you on.
VIDEO: Crafting a compelling business pitch
Learn the three simple pitch types you need to grow your business from stage, screen or social media, and how to deliver it so more people listen and follow up:
Submitting your product to John Lewis
The John Lewis Partnership Supplier Portal
John Lewis provides a formal route for businesses to submit their products through its Partnership Supplier Portal. This online platform allows you to register your business, submit details about your product and provide any necessary documentation.
The process is straightforward but requires attention to detail. Make sure that all the product information you give – including descriptions, images, pricing and specifications – is accurate and presented professionally.
This is your first impression, so take the time to make sure your submission reflects your brand's quality and uniqueness.
John Lewis will also likely request information on your ability to meet supply demands, your production capabilities and your pricing structure. Having these details ready will help speed up the process.
Timing and patience
Large retailers like John Lewis work on buying cycles, meaning they plan product selections months in advance.
It's crucial to time your approach according to the retail calendar, especially if your products are seasonal. For example, Christmas or summer product ranges are often decided many months ahead.
Once you've submitted your product, be patient. The review process can take time and it's common for buyers to review several rounds of products before making a decision.
Persistence is key, but it's also important to respect the buying cycles and not flood the buyer with follow-up enquiries too soon. If you haven't heard back after a reasonable period, a polite follow-up email or phone call to check the status of your submission can show professionalism and interest.
Anna says:
"If you're unsuccessful with John Lewis, try to establish why. But understand that not every product is right for John Lewis and John Lewis isn't the right retailer partner for every small business."
What to expect once you're listed
Managing stock levels
Once your brand is listed with John Lewis, making sure stock levels remain consistent becomes a priority. As a major retailer, John Lewis may require large and frequent orders, especially during peak seasons like Christmas.
To avoid stock shortages and to protect your reputation, plan for increased production and have contingency measures in place for unexpected demand. Consider partnering with a logistics provider or expanding your production capacity to meet the retailer's needs.
Marketing and promotion
Collaborating with John Lewis on marketing initiatives can boost your brand's visibility. Once your product is in store or available online, explore opportunities for in-store promotions, featured displays or taking part in seasonal campaigns.
John Lewis's marketing teams often work with brands to showcase products in curated sections, online banners or gift guides. Take advantage of these opportunities to increase customer engagement and drive sales.
Make sure your marketing aligns with John Lewis's brand and customer expectations. Professional product photography, strong storytelling and active engagement on social media can also help amplify your presence.
Building long-term relationships
Building a long-term relationship with John Lewis is key to sustained success. Consistent communication with buyers, fulfilling orders on time and being proactive about new product releases will help strengthen your partnership.
Attend buyer meetings regularly to keep them informed about your brand's progress and any new developments. Staying agile and responsive to feedback will show John Lewis that you're a reliable and committed partner.
As your relationship with John Lewis grows, there may be opportunities to expand your product range within the retailer. Demonstrating strong sales performance and customer satisfaction can help you secure more shelf space or online features, driving further growth for your brand.
Key takeaways
Getting your brand into John Lewis is a challenging but rewarding journey. It asks for thorough preparation, from making sure your business can handle large-scale orders to aligning your brand values with the retailer's.
By taking a strategic approach – researching buyers, crafting a compelling pitch and submitting through the right channels – you can increase your chances of success.
While the process can be long and requires persistence, the potential rewards are immense. Being stocked by a prestigious retailer like John Lewis can elevate your brand, offer valuable exposure and significantly grow your customer base.
Take the first step today by preparing your brand, researching your target category and starting the process of connecting with John Lewis buyers. Success might be closer than you think!
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