British department store John Lewis has announced the launch of FOUND at John Lewis, a new fashion and lifestyle concept set in a boutique shopping environment that will introduce new and niche contemporary brands to womenswear. FOUND at John Lewis will bring together a curated edit of existing and new brands across womenswear, accessories, beauty, homeware and technology which will provide a fresh and clear interpretation of the latest trends and lifestyle directions. 27 new brands will be introduced as part of FOUND at John Lewis, including BZR by Bruuns Bazaar, Des Petits Hauts and Samsøe & Samsøe. These will sit alongside accessories from brands such as Nike, Asics Onitsuka Tiger and Jessie Harris jewellery. Designer gifts for the home from Tom Dixon, Normann Copenhagen, Poole Pottery as well as stationery from The School of Life will all be curated alongside technology brands such as MightyPurse, the latest headphones from Frends, speakers from Braven and phone cases from Skinny Dip London and Sonix. FOUND at John Lewis will also house niche beauty brands such as Grown Alchemist, Atelier, Maison Margiela and Dr Bronner in an apothecary-style environment alongside some more playful, new brands like Cheeky Nails. FOUND at John Lewis will be unveiled for the first time in the new John Lewis Birmingham department store when it opens on 24 September and on johnlewis.com the same day. The concept will then roll out as part of the transformation of the Liverpool fashion floor, which is due to be unveiled in November this year. 

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John Lewis in 'in-house PR'