John Lewis launches new customer magazine

John Lewis is launching a new customer magazine today (3 September) called Edition.

John Lewis's Edition
John Lewis’s Edition

The retailer says it aims to be an “insightful and entertaining” lifestyle title for customers as well as building “deeper relationships” with shoppers.

Edition will be published five times a year at autumn, Christmas, the New Year, spring and summer and will target females aged 35-45.

It also aims to appeal to a wider audience ranging including young “affluent” couples and older “empty nesters”.

The content will cover fashion, interiors and home technology as well as being a source of advice and tips for readers.

Ex-Marie Claire editor Marie Riordan, who left the glossy earlier this year, joins as editor in chief. She has been tasked to create a “fresh, intelligent read for its customers”.

John Lewis managing director Andy Street says: “Our investment in John Lewis Edition demonstrates our commitment to building deeper relationships with our customers. It will give us the space and flexibility to tell the John Lewis story and highlight the provenance of out products and suppliers.”

Riordan is joined by former Marie Claire deputy editor Vanessa Thompson, who joins as editor as well as editorial contributors such as Guardian fashion editor Jess Cartner-Morley and Esquire editor Jeremy Langmead.

The department store has also teamed up with Virgin Atlantic in a deal that will see passengers buying selected return flights with the airline rewarded with John Lewis vouchers.

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