Department store chain John Lewis has taken on Mantra PR to launch
its direct selling arm, John Lewis Direct.
Last week saw the launch of johnlewis.com, as well as the chain's first
foray into catalogue shopping.
The agency was selected after representing website buy.com, which was
bought by the John Lewis Partnership last year. The launches represent a
drive by the company to position itself as the UK's leading direct
The John Lewis Partnership retails from 24 stores across the UK, and
hopes to use the web presence to increase overall market share.
Mantra joint-founder Louise Ballard heads the account, reporting to
Helen Dickinson, head of press and PR at the retailer, and her colleague
Murray Hennessy, John Lewis Direct managing director.
A review of the account is expected to take place in February.