John Lewis has won the exclusive UK rights to sell clothes from men's casualwear brand Grayers, which is set to be launched by senior figures from J Crew and Ralph Lauren.
The department store chain will be one of only three retailers in the world to sell Grayers clothing, alongside Canada's The Bay and Bloomingdale's in the US, reports Drapers.
Some 15 John Lewis stores - including branches in Oxford Street, Southampton, Cambridge and Newcastle - have been chosen to stock the clothing range, which is aimed at 20 to 45-year-olds. The retailer's online store will also sell Grayers clothes.
Carsten Skovgaard, men's branded casualwear buyer at John Lewis, said: "The fact we are launching this into 15 from the outset shows how confident we are that it is right for us and it suits the John Lewis customer."
Founder of the clothing line Peter Georgiou explained the company feels there is a gap in the market for a casual men's collection that is not overly designed.
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