John Lewis has launched its new third-party brand platform in partnership with Mirakl, with Russell & Bromley now live as one of the first partners on the new system.

The retailer says the move signals an evolution in how it works with suppliers, allowing it to be more agile in response to customers for in-demand brands – giving customers greater choice and access to the latest styles.

The platform enables John Lewis to accelerate the listing and sales of new brands online and via its app. The direct-shipping model bypasses the need for John Lewis to buy, store, and distribute stock, cutting the time it takes to bring new products to market.

“Our ambition is to be the definitive home for premium brands in the UK. This new platform is a huge step on that journey, giving us the agility to bring newness to our customers at speed. The launch of Russell & Bromley is the perfect example of this strategy in action and demonstrates the calibre of brands we are attracting.”

Rachel Morgans, Director of Fashion, John Lewis.

Commenting on the partnership, Adrien Nussenbaum, co-founder and co-CEO of Mirakl, said: “In a highly competitive retail environment, customers want more choice and flexibility than ever. John Lewis is positioning itself for significant growth in the years ahead, maintaining its position as an iconic British retailer while also modernising and becoming more agile. They are giving customers access to an expanding range of curated brands and products through a retailer they trust.”

John Lewis says this latest launch follows on from its recent strengthening of its omnichannel capability with the rollout of ‘deliver from store’, enabling customers’ online orders to be fulfilled from store stock, and the current rapid-delivery pilot with Uber Eats. Over twenty John Lewis stores are now part of the ‘deliver from store’ programme, resulting in increased product availability and sales.

Andrew Bromley, CEO of Russell & Bromley, commented: ”We’re thrilled to be partnering with John Lewis as we expand our carefully selected stockist portfolio across the UK & Ireland, and even more pleased to be part of their plans to enhance their already excellent customer experience.”