It is planning to include a “Made in UK” logo on a range of products made by 130 British manufacturers and highlight that up to 90% of some of its own label ranges including its carpets and the recently launched John Lewis & Co. menswear range is made in Britain.
John Lewis head of brand development Christine Kasoulis says: “The reason for doing this now is that there’s a feeling that businesses should be doing more to support UK manufacturing.”
The department store is also the official department store partner of the Olympics and has dedicated London 2012 stores in its Oxford Street and new Stratford stores selling branded merchandise celebrating Games.
Earlier this year a “Made in Britain” logo was introduced to encourage UK businesses to highlight if they were produced in the UK.
Virgin Media is also hoping to reflect its British heritage and align itself with the “pride and excitement” that the Olympic Games and Queen’s Diamond Jubilee will being next year by including the Union Flag in its logo.