John Lewis has unveiled a new supplier platform to accelerate the introduction of premium labels to its online shop and app, as the department store intensifies its push to be “the definitive home for premium brands in the UK”.

Powered by Mirakl, the marketplace technology company, the system allows selected partners to list and sell directly to customers via a direct-shipping model. John Lewis said this cuts the time to bring products to market by removing the need for it to buy, store and distribute stock itself, while broadening choice for shoppers.

Luxury footwear specialist Russell & Bromley is among the first brands to join. Andrew Bromley, chief executive officer of Russell & Bromley, said the company is “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”. He added: “The parallels between Russell & Bromley and John Lewis when it comes to customer service and quality make them an obvious choice for us, and we’re delighted to be able to bring our iconic Russell & Bromley craftsmanship and designs to their customers.”

Rachel Morgans, director of fashion at John Lewis, said the platform represents “a huge step” in achieving its brand ambitions. “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,” she said.

John Lewis has been strengthening its fashion offer, adding 100 new premium fashion brands in August, with labels including Mulberry, Akyn, By Malene Birger and Iro, as it seeks to compete more effectively with rivals such as Next and M&S.

The platform launch complements recent omnichannel initiatives, including the rollout of ‘deliver from store’, which allows online orders to be fulfilled from shop stock. More than twenty John Lewis stores now participate in the programme, which the company said has increased product availability and sales. The retailer is also piloting rapid delivery with Uber Eats.

Adrien Nussenbaum, co-founder and co-chief executive of Mirakl, said 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”. He added: “They are giving customers access to an expanding range of curated brands and products through a retailer they trust.”

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