The John Lewis department store chain has appointed Charlotta Elgh as its first director of design for home.
The retailer said the move coincides with a shift in in its design direction for home, which will be spearheaded by Elgh. This will include moving away from multiple trends to introduce a new, pared back interior rulebook with two trends.
John Lewis said its home trends have been halved and simplified into ‘Modern’ and ‘Classic’ expressions, with each offering customers furniture and accessories for their home and garden that will be “affordable, achievable and unique in style”.
Elgh worked for 14 years with IKEA until 2020 where her most recent role was development leader IKEA concept. During her career, she has been responsible for developing over 1000 textile products for the global market and has also founded and run an award-winning advertising agency.
