Charlotta Elgh has been appointed to the newly created role of design director for home.
The new hire spent 14 years at Ikea, with her most recent role as development leader of concept. In her new position, Charlotta will be responsible for the vision and direction of John Lewis’ home collection.
John Lewis said Charlotta’s new vision will begin to roll out this spring, and is set to follow two trends – modern and classic.
Charlotta said: “I am thrilled to join John Lewis and be part of such an iconic British brand. My vision for home is simple: I want to make it easy for customers to shop with us and identify their own style, whilst also ensuring we design for a number of different price points.
“Starting with spring we are moving forward with two distinct trends that highlight and champion our heritage. My vision for every home product we sell is that each and every design that comes from my team is iconically John Lewis – the attention to design details, the quality and the timeless style – meaning it is undeniably part of our range.
“I want to simplify the interiors for our customers, making it stylish, accessible, functional and easy to shop. I think about it like a recipe care, for example when it comes to soft furnishing you start with a plain colour, layer on stripes and add in a graphic. I want to give our cusomters the confidence to make these choices and discover their own unique style.”
