In anticipation of International Women’s Day [8 March], John Lewis has introduced its latest campaign, extending an invitation to women-led businesses to collaborate under the banner of ‘John Lewis & Sisters’.
This campaign aims to highlight women creators, designers, producers, and emerging brands, offering them the opportunity to showcase their products with the potential for placement on John Lewis’s shelves in time for Christmas. The retailer, known for its commitment to quality and innovation, will adopt the moniker ‘John Lewis & Sisters’ across social media channels from March 4 to 10, demonstrating its dedication to fostering female talent across various industries.
At the core of this initiative is a tribute to the women who have influenced John Lewis over its 160-year history. Through a pop-art inspired collage installation, the retailer honors luminaries such as Sarah Lewis, the late wife of John Lewis, as well as contemporary icons like Charlotte Tilbury and Emma Bridgewater.
Charlotte Lock, customer director for the John Lewis Partnership, stated: “For 160 years, women creators and makers have been integral to John Lewis – from influential designers to our dedicated Partners.
“We continue to collaborate with exceptional makers and are seeking the next generation by inviting talented female business owners to contribute to shaping the future of the John Lewis brand.”
The collaboration with women-led businesses underscores John Lewis’s commitment to diversity and inclusion in its supplier relationships.
As part of this commitment, John Lewis has partnered with Coupa, a platform with a database of over 2 million diverse suppliers. This collaboration allows John Lewis to engage with certified minority-, woman-, veteran-, and LGBT-owned vendors. Not only does this partnership enrich the retailer’s supplier network, but it also reinforces its dedication to promoting inclusivity and diversity within its supply chain.
Rob Turner, John Lewis’s former global head of procurement, discussed in an interview with Coupa: “We need to have a conversation about what diversity and inclusion looks like within our supply chain, and whether it reflects our ideals.”
Turner added: “I want us to take the time to learn, reflect on how we can improve… and evaluate how [new findings] might impact our previous strategies for managing our supply base.
“We must be willing to engage in that dialogue.”
In addition to the inauguration campaign of ‘John Lewis & Sisters’, the retailer’s stores will host live events, experiences, and offers, while also showcasing the talents of renowned female performers such as Charlie Hedges and Gemma Cairney. The retailer’s commitment extends beyond its storefronts, with support pledged to The Prince’s Trust #ChangeAGirlsLife campaign, aimed at empowering young women through employment and education to build brighter futures.
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