John Lewis launches new brand Cape Cove to target outdoor market

By

Sandra Halliday

Published
Jun 9, 2022

John Lewis has added a new women’s outdoor brand to its line-up with Cape Cove — which was unveiled by its founders a few months ago — now available on its webstore.

The label, described as “slow fashion for the shore” has “a shared dream to do it better” and was founded by John Lewis buyer Clare Surplice, its ex-buying chief Jo Bennett and retail specialist Suzannah Hatch.

They’ve come up with a 48-piece collection targeting outdoor-wear. But don’t expect rugged clothing for anyone planning to go on a mountain hike. This is more about a mix of pieces ideally suited for anyone planning some time on the British coast, both indoors and out, and for relaxing, undertaking activities and socialising. 

It’s a similar lifestyle market to the one that Seasalt has targeted so successfully and that has helped to drive its major store expansion across the UK.

From Cape Cove, expect items such as water-resistant generously proportioned capes and coats that are also listed as ‘changing robes’ as they have enough room inside them for someone to get changed without too much trouble. 

And there are dresses, sweats, dressier tops and pants, dungarees, knits and T-shirts. Prices range from £39 up to £299 for the outerwear.