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John Lewis SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: June 03, 2023Read time:

Here is a detailed SWOT analysis of John Lewis covering strengths, weaknesses, opportunities and threats.

John Lewis Strengths

  1. John Lewis is one of the most posh and upmarket retail stores in the UK
  2. John Lewis offers a wide range of fashion brands to choose from and also their own brands
  3. The brand also offers option to shop online along with international delivery
  4. The company has over 30,000 employees in its workforce
  5. John Lewis company is known for its policy of "Never Knowingly Undersold"
  6. The brand has international presence in a few other countries like Ireland and Australia
  7. The annual revenue of the company is more than $3 billion
  8. John Lewis offers products like clothing, footwear, home decor, furniture, beauty products etc.

Above are the strengths in the SWOT Analysis of John Lewis. The strengths of John Lewis looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

John Lewis Weaknesses

  1. Limited awareness of the brand outside of UK, as compared to some of its international competitors
  2. The prices of items are higher than supermarkets and grocery stores which might limit the target group

These were the weaknesses in the John Lewis SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

John Lewis Opportunities

  1. More young professionals living away from home and are brand and image conscious. Hence their target group is increasing fast
  2. Increasing purchasing power parity leading to improved lifestyles
  3. Expand network, product selection and reach to people by opening up more flagship stores along the lines of their growth strategy currently being pursued

Above we covered the opportunities in John Lewis SWOT Analysis. The opportunities for any brand can include prospects of future growth.

John Lewis Threats

  1. Economic recession and financial instability in a country can impact the purchasing power of the people
  2. Intense competition from corner stores, supermarkets, grocery stores and host of other convenience stores
  3. Competition laws an lack of large scale development space leading to merger of many convenience stores

The threats in the SWOT Analysis of John Lewis are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the John Lewis SWOT analysis.

About John Lewis

The table below gives the brand overview along with its target market, segmentation, positioning & USP

John Lewis Overview
Parent Company

John Lewis & Partners


Department Store


Lifestyle and Retail

Tagline/ Slogan

Never Knowingly Undersold


Department store with online shopping which includes fashion, homeware, sports and electrical items.

John Lewis STP

People who have irregular working hours or work shifts

Target Market

Working class professionals who are fashion conscious and build a brand for themselves


The 'at home' stores are located within pre-existing shopping regions, and focus on Electrical, Home and Technology products

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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