John Lewis launches Edition magazine

The new John Lewis customer magazine, Edition, launched this week packed full of hot fashion, stylish interiors and top writers.The magazine has the former editor of Marie Claire, Marie O'Riordan, as its editor-in-chief and will be published five times a year.

Edition is distributed free to customers through department stores and selected Waitrose branches.

The editor, also formerly from Marie Claire, is Vanessa Thompson, and writers appearing regularly will include India Knight, Miranda Sawyer, Jess Cartner-Morley, fashion editor at the Guardian and Esquire's Jeremy Langmead.

The key target customer group is women aged 35–44: 'But the aim is not to exclude any readers and there will be something of interest in the magazine for all customers and Partners,' says Jane Ellison, Magazine Manager. Licence to roam

The proposed content for each issue of the magazine will be presented to an editorial board of senior John Lewis Partners. Any product selected must ideally be available either online or stocked in at least 50 per cent of the division.

'Everyone pitches their new ideas and products to the team but it is largely up to the editor what she presents to the editorial board,' explains Charlotte Hatfield, Manager Marketing Operations, who has managed the launch.

'It has got to be interesting and likely to make a good read. I see the editor as the champion of the reader. We don't want a magazine that looks as if it has been edited by a marketing manager, and Marie O'Riordan certainly won't let that happen.'

The editorial team will also be casting its net wider, looking at trends and developments both in the retail industry and beyond. Features will include interviews with designers (handbag guru Lulu Guinness explains her vision in the first issue) as well as advice on all the latest hi-tech products.

'The editorial team has a license to roam,' says Jane. 'Not everything they write about has to have a John Lewis or Greenbee connection – we don't want it to be seen as a magalogue.'

'Fashion is directional and trend driven, but in the main shoot in this issue, the model is seen vacuuming. It is witty and points up just what a range of products we sell.'

Image: Edition