What’s missing from John Lewis’ lingerie department?

John Lewis is on the lookout for an entry price-point fashion brand to enhance its lingerie department this season.

The retail giant recently launched its own-brand AND/OR range, a collection of colourful and feminine lingerie and sleepwear styles, in a bid to boost its fashion sales and attract a younger customer.

And now it’s hoping to take on an affordable branded fashion range in order to compete with high street retailers.

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Speaking to Lingerie Insight, John Lewis lingerie buyer Nancy Szachno-Dressel said: “We are missing an entry price-point fashion brand.

“It’s really hard to find that though because high street shops, like Zara or & Other Stories, are all offering some form of lingerie. They are doing it in a very small way, but they edit it well.”

Szachno-Dressel would also like to stock more young, niche lingerie labels, but, due to pricing issues, this has proved challenging over the years.

“We always think of the customer first and what is important is ensuring that we offer our customers a range of brands and inspire them with our unique proposition. However, you’ve got to think of it quite commercially. A new luxury brand that comes in at the mid £50 mark is too expensive for me to do anything with,” she explains.

“It’s quite challenging because lingerie is MOQ [minimum order quantity] driven, so a lot of these niche brands are either made in the UK or in Eastern Europe and their prices are quite high,” Szachno-Dressel.

“It’s difficult for niche brands because after a product passes the £45 mark it’s really hard to get the distribution. You could be London-centric, doing really well in a couple of stores, but you can’t really scale.”

Click here to read the full interview with Nancy Szachno-Dressel.

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