John Lewis and Waitrose rebrand to underline purpose rather than 'relentlessly chase scale'

John Lewis and Waitrose are to be known as John Lewis & Partners and Waitrose & Partners following a rebrand which aims to underline the qualities that make the group different from its competitors amid a year of doom and gloom for retailers.
Sir Charlie Mayfield, chairman of the John Lewis Partnership – which is owned by its 85,500 staff – confirmed the rebrand would take place across stories from September. 
Revealing the decision, he highlighted the brand’s purp