The signing up of the agency comes less than a week after John Lewis selected Fishburn Hedges to advise it on lobbying and corporate affairs.
Brands2Life's remit includes creating feature and news stories around new products and home trends, as well as generating profile opportunities for John Lewis’ buyers and designers.
Brands2Life head of consumer Alex Williams said: ‘We’re chuffed to add John Lewis to our growing number of retail clients – there’s no one bigger in the sector.
‘We will be working on the company’s new Home vision, which will help customers gain inspiration from the breadth of range, designers and brands that John Lewis is famous for.’
The PR programme will include activity around key retail trading periods and the new concept Home department at the John Lewis store in Westfield, Stratford, which launches in September.