The Anyday value-focused brand from John Lewis is set to add fashion items from next week following sales so far of almost £60mn for the label. Launched in April, the 2,400-product Anyday brand has until now included homewares/furniture, technology and baby products. But 700 new products will be added next Monday, spanning womenswear, menswear and kidswear. Prices will be much lower than the department store average with the company citing £22 for women’s joggers and £4 for children’s leggings as examples of this.

The pricing lays down the gauntlet to the UK supermarket sector that has been carving out an ever-larger share of the clothing market. Supermarkets such as Sainsbury's and Asda are major players in the fashion sector because of their Tu and George ranges. The company has already been trialling products under the Anyday label in some of its supermarkets during the summer and from the end of this month, over 120 branches will offer up to 300 items. This is likely to be added to in the future. Anyday is an important part of John Lewis’ business transformation plans. The label has been its most successful own brand home launch in a spring season ever.