Waitrose adds ‘& Partners’ as the business focuses on what differentiates it from competitors

The 83,000 Partners who work for the John Lewis Partnership have now – for the first time in the company’s history – been included in the businesses’ names as both John Lewis and Waitrose have added ‘& Partners’.

The change has been designed to highlight their Partnership business model and culture which differentiates them from their main competitors at a time when both businesses are investing in the service their partners offer.

‘John Lewis & Partners’ and ‘Waitrose & Partners’ have been unveiled on the facades of John Lewis’s flagship shop on Oxford Street, which has undergone a multi-million-pound refurbishment, its shop at White City, Westfield, and Waitrose’s shops in Edgware Road and Clerkenwell in London; as well as on johnlewis.com, waitrose.com, carrier bags, uniforms, trolleys, marketing activity, internal shop signs and selected lorries and vans.

The full identity change to all 348 Waitrose and 50 John Lewis shop facades and the combined fleet of 3,500 lorries and vans is being phased over a number of years to tie in with refurbishment plans.

In addition to investing in their identities, the John Lewis Partnership said in June that it would continue to invest in both businesses at a rate of £400m-£500m per year, to enable the two retail businesses to differentiate themselves from other retailers by innovating in products, customer service and services.

The packaging of Waitrose own label product ranges will begin a programme of change from October, starting with the new Christmas range later this year, as well as the launch of its new ‘Free From’ range in October.

Both retailers are investing in their Partners to enhance their skills and product knowledge in order to deliver exceptional experiences. These include the creation of Customer Service Ambassadors who provide warm and personalised customer service front of store to the creation of healthy eating specialists, as well as investing in technology to improve customer service.

Paula Nickolds, John Lewis & Partners, Managing Director said; “Our Partnership business model and the inherent strength of our Partners really sets us apart. That’s why the change to our visual identity this week puts Partners back at the heart of everything we do. This move not only reflects the business we have become but more importantly, the business we want to be.”

Rob Collins, Waitrose & Partners Managing Director said: “This moment is far more significant than simply adding words and changing the design. It symbolises something bigger, expressing what’s different about our business and signalling our intent to make that difference count for even more: committed, knowledgeable Partners who care about the business they own, sharing their love of food and offering great customer service.”