John Lewis launches Greenbee financial services brand

John Lewis is launching a range of financial products, including travel insurance and banking services, under the brand name Greenbee.

The retailer has registered the trademark and is also testing a website to showcase the financial offering. It is understood a magazine to back the launch is also in production.

John Lewis refused to confirm that Greenbee will be the umbrella brand name for the new venture as Marketing Week went to press. But the trademark covers a range of goods from travellers’ cheques to insurance, banking and real estate services.

The John Lewis Partnership, which encompasses the department store division and supermarket chain Waitrose, is also extending its branded credit and loyalty card to include third parties. The decision is part of the wider financial services push, and is expected to be backed by a dedicated website promoting the company’s partners and services.

John Lewis recently handed its 13m creative business to Lowe London following a pitch that initially included incumbent Burkitt DDB. It is not known if Lowe is working on the project.

Burkitt DDB also handled the media planning and buying business for the retailer, but that account was last week handed to Manning Gottlieb OMD, which also won the Waitrose media account earlier this year.

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