John Lewis is launching a new bi-annual publication and its biggest home campaign since 2021 as it looks to grow dominance in home market.

John Lewis is aiming to reinforce its “authority” in the home market by rolling out its biggest home campaign since 2021 and debuting a new bi-annual print publication.
The retailer will launch ‘Foundation’, a home-focused publication set to be posted to more than 250,000 customers, including My John Lewis members.
The publication’s launch will coincide with John Lewis’s spring home marketing campaign, ‘One thing can make the room’.
Rosie Hanley, who stepped into the role of brand director in September, claims that over one-third of the UK population shop with John Lewis, and last year, home customers grew by 11%.
“The investment we’re making in our brand this spring is to inspire our customers with our style,” she said, claiming that printed publications are having a “revival”.
“Our new publication is a great way to showcase our incredible home products and reinforce our authority as a style leader in the home space,” she added.John Lewis revives ‘Never Knowingly Undersold’ price promise in ‘reimagined’ format
John Lewis is also adding 30 new brands to its home offer, including Harlequin x Henry Holland, West Elm and By Hope, as well as a collaboration with British design house Sanderson.
Alongside the campaign and magazine, the retailer will work with the winner of this year’s Interior Design Masters, a prime time BBC reality TV show. The winner will have the opportunity to design their own homeware collection in collaboration with the retailer’s 23-person in-house design team.
The investment in its home brand is part of John Lewis’s wider ambitions to turnaround the brand to position itself as a leader in lifestyle.
In September 2024, John Lewis revived its ‘Never Knowingly Undersold’ initiative after retiring it in 2022. The brand promise was underpinned by a new platform, which aimed to bring to life the “reimagined” promise.
As part of the platform, John Lewis released three ads in the run-up to Christmas, which received the brand’s highest effectiveness score since 2019, according to System1.John Lewis positions itself as ‘home of gifting’ with festive love letter to physical retail
In its most recent earnings call, executive director Peter Ruis said the Never Knowingly Undersold platform was the “catalyst” for the retailer’s turnaround in the second half of 2024.
The brand recorded incremental revenue of around £112m “through higher volume and increased traffic”, he said, alongside an additional 100,000 unpaid web visits per week through SEO direct traffic.
The John Lewis Partnership tripled its annual profits in the 12 months to 25 January 2025, from £42m to £126m profit before tax and exceptional items.
Meanwhile, the brand’s top marketer Charlotte Lock left the role in January after almost three years with the business. A replacement is yet to be announced.