John Lewis (JLH.L) has launched a budget fashion range in Waitrose, increasing its product offering by 53% with 3,600 new items.
No item in the collection costs more than £100 ($138), which makes it an average 20% cheaper than its previous own-brand offering.
The ANYDAY brand includes menswear, womenswear and childrenswear and comes following the launch of a home, nursery and tech brand earlier this year.
The "accessible" brand aims to appeal to a broader group of shoppers and their wide range of needs. This includes furnishing rented spaces, settling into a first home or preparing a nursery for a new arrival.
John Lewis said that the foray into budget clothing with ANYDAY has been its most successful own brand launch for a spring season to date.
Over 120 Waitrose stores will offer up to 300 products from the end of September with plans to expand further in the future.
While fast fashion has raised questions about how sustainable a brand's offering might be in the past, John Lewis says that all cotton in the range adheres to the Better Cotton Initiative for sustainable farming and production.
The brand also uses 100% recycled polyester and EcoVero — a viscose made using sustainable wood.
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