John Lewis targets gen Z with Topshop revival tie-up

John Lewis says Generation X – those in their 40s and 50s – are more interested in fashion than their parents and ‘grew up with Topshop’. Photograph: Linda Nylind/The Guardian

John Lewis is to host Topshop in 32 of its 36 stores from February as the clothing brand’s only national stockist on UK high streets, in a drive to attract younger shoppers and their mothers.

Peter Ruis, the managing director of the staff-owned department store chain, said Topshop – and Topman, which is to go into six outlets – would “really exemplify the new John Lewis”, as it tries to broaden its appeal with more fashion, home and beauty brands, ranging from Fenty to the Conran Shop.