Home comforts: John Lewis launches no-frills homeware range

London – No-frills offerings by premium retailers are retaliating against competition from increasingly cheaper alternatives. The new ‘Value’ range by retailer John Lewis includes 100 homeware items at low prices, and comes in suitably pared-down packaging to catch the eye of the bargain-seeking No-Frills Affluent (NFA) consumer.

With branding and packaging by Zack John Design and the in-house team at John Lewis, the range boasts low-priced items such as £1 mugs and £18 duvets, and aims to compete with the likes of Ikea and other cheaper homeware retailers that have been experiencing increased interest from NFA consumers since the recession hit.