How Independent Retailers Can Stand Out as John Lewis Adds 100 New Fashion Brands

With John Lewis unveiling a bold fashion drive, adding 100 new brands, including exclusives from Mulberry, Akyn, and By Malene Birger, independent retailers could be forgiven for feeling a little uneasy. But rather than seeing this as a looming threat, it’s a timely reminder to sharpen your edge, double down on what makes you different, and connect with customers in ways the big chains simply can’t.

What John Lewis’s Expansion Means for Independents

The retailer is investing heavily in fashion, refreshing stores, and chasing shoppers lost to competitors like Next and M&S. Their strategy? Premium partnerships, exclusive collections, and immersive in-store experiences. It’s a powerful play, but scale comes with limits.

Independents still hold the trump cards: agility, authenticity, local knowledge, and carefully considered curation. While the headlines highlight John Lewis’s spend, independents can offer something more challenging to replicate—genuine relationships and originality.

Five Strategies for Staying Competitive

1. Lean Into Community

Independent retail thrives on connection. Hosting events such as Shop Local Treasure Hunts (like those run by Fond Shop Lymm) or weekly Instagram Lives (pioneered by Happy & Glorious in Canterbury) are examples of how retailers can create memorable experiences that boost both foot traffic and loyalty.

These initiatives transform a shop visit into a social experience. Loyalty isn’t built on promotions alone; it’s rooted in personal relationships, being present in your community, and responding directly to its needs.

2. Curate for Impact, Not Volume

John Lewis’s strategy is about choice, but independents can win with curation. Hand-pick pieces that reflect your unique perspective and resonate with your audience. Elevate not just the product, but its story, whether it’s thoughtful design, sustainability, or cultural heritage.

People don’t buy what you sell; they buy why you sell it. Indies can lean into this by spotlighting storytelling around collections, showing customers the “why” behind the product.

3. Grow Your Digital Presence

Even for bricks-and-mortar independents, digital touchpoints are now crucial. Nearly 56% of in-store purchases begin online (Statista). A consistent online presence, sharing new arrivals, behind-the-scenes content, or shop exclusives, can drive both in-store traffic and online sales.

Small retailers who experiment with weekly Lives, shoppable posts, and email exclusives often find digital doesn’t compete with their physical store, but amplifies it.

4. Leverage Local and British Brands

As John Lewis strengthens ties with premium and British labels, independents can leverage their own advantage through authentic local connections. Highlight homegrown talent, collaborate with local designers, and promote 'shop local' campaigns.

This strategy also aligns with broader consumer behaviour: high streets are seeing higher footfall than shopping centres in 2025 (VisitBritain), suggesting that localised shopping remains an essential draw for customers.

5. Champion Sustainability

Sustainability isn’t just a trend, it’s becoming the norm. Around 77% of British shoppers now consider sustainability to be crucial when making a fashion purchase (Insider Intelligence).

Independents can shine here, whether by offering resale, upcycling initiatives, or transparent sourcing. Hosting creative events, such as circular fashion workshops or upcycling demonstrations, also helps connect with eco-conscious customers. The UK sustainable fashion market is projected to grow by 23% annually between 2025 and 2033 (Statista), indicating that demand is only increasing.

Opportunity Amid Change

Yes, department stores can spend millions on glossy refurbishments. But independents hold the freedom to experiment, personalise, and pivot quickly. Tap into the growing appetite for experiential shopping, where people seek connection as much as they do products.

Better still, use John Lewis’s headline-grabbing expansion to spark conversation. Ask your customers what they’d love to see next, and adapt your offer accordingly.

Independent retailers remain vital to the UK’s fashion story. By championing what makes your business distinct, personal service, local expertise, and a fresh point of view, you can thrive, regardless of how large the competition may be.

John Lewis may be adding brands, but independents are adding heart. And in the long run, that’s what keeps customers coming back.