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John Lewis

Product Design & Branding

What should you stand for when your customers are so diverse?

The Challenge

John Lewis is the UK's leading department store, but its children's homeware offer was slipping behind other influential retailers.


Rather than playing safe and staying true to their trusted values, they knew that they had to disrupt.


Our challenge was to take a blank canvas and fill it with unexpected offers for John Lewis's highly expecting customers.

The Journey

We worked closely with the John Lewis buying team to define the values of a new home range. Together, we aimed to go beyond trendy interiors and create a commercial offer that fulfilled deeper consumer aspirations.

We mapped out what it meant to be a modern parent and the changing attitudes towards identity and independence for children 5-11 years. This lead to multiple stories that tapped into diverse values, which were formulated into commercial range plans.

The collaboration led to 10 collections and a new sub-brand: Little Home by John Lewis. The range broke all expected sales projections and led to 8 more collections.

LITTLEHOME 3_web_edited.jpg

The Results

"Working with Narrative was like a breath of fresh air."

Lisa Hopkins, Head of Buying

For Furnishings and Textiles.

 Record Sales above Projections

First sub-brand for John Lewis

10 Collections, extended to 18

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