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FOUND IN: British retailer John Lewis will be looking at the shop floor with an editorial eye, with the launch next month of a retail space called Found that will showcase contemporary labels in women’s wear, accessories, beauty, homeware and technology.

The store is promising to offer “new and niche” contemporary brands, and a “fresh and clear interpretation of the latest trends and lifestyle directions.” The first space will open at John Lewis’ new unit in Birmingham, England, on Sept. 24, and the selection will also begin selling on the same day.

Nearly 30 brands will be introduced as part of the project, including BZR by Bruuns Bazaar, Des Petits Hauts and Samsøe & Samsøe. They will sit alongside accessories from brands including Nike, Asics Onitsuka Tiger and Jessie Harris jewelry. Denim Wardrobe by Trilogy will be a central feature.

The space will also offer homeware from brands including Tom Dixon, Normann Copenhagen, Poole Pottery, and stationery from The School of Life. Technology brands such as MightyPurse, headphones from Frends, speakers from Braven and phone cases from Skinny Dip London and Sonix will also be on offer.

Niche beauty brands will be sold in an apothecary-style environment. They include Grown Alchemist, Atelier, Maison Margiela and Dr. Bronner alongside new brands such as Cheeky Nails.

Paula Nickolds, brand and buying director at John Lewis, said Found: “Marks a fundamental shift in the way we sell fashion at John Lewis. It will feel fresh and visually authoritative, bringing together a new selection of brands with existing collections in a concise way within a beautiful setting. It will showcase our take on trends in a way that we hope will be desirable and inspirational for our customers coupled with the service and quality they have come to expect from us.”

The concept will later roll out as part of the transformation of the retailer’s fashion floor in Liverpool, England, which is due to be unveiled in November this year.

In Birmingham, Found at John Lewis will span more than 4,000 square feet. It will open with a pop-up brand installation from Shore Project watches. That brand will showcase its new season designs and launch its new knitwear brand, Old Harry.

The Found area will evolve every six weeks, according to John Lewis, and will be used as a space for experiences, installations and brand pop-ups. The next brand on the schedule is House of Hackney, which will be showcasing a blend of fashion and home ware, and a collaboration with William Morris.

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