THE John Lewis Partnership has officially launched its rebrand as the group looks to boost its fortunes during a difficult period for the high street.

Partners at the John Lewis Southampton shop have - for the first time in the company’s history - been included in the businesses’ identity as both John Lewis and Waitrose have added ‘& Partners’ to their brand names.

The company said it had made the changes to put its 83,000 staff, known internally as partners, "at the heart" of the business.

In June, John Lewis warned that its half-year profits will be "close to zero", while profits for the full year will come in "substantially" lower than last year, raising alarm over the high street stalwart's trading.

To support the launch, the firm is embarking on its first joint John Lewis & Partners and Waitrose & Partners national marketing campaign, which includes a new TV and cinema advert.

Some TV viewers were left scratching their heads as to whether the Christmas had come early when the 90-second ad featuring a primary school version of Queen's Bohemian Rhapsody aired during a break in The Great British Bake Off on Channel 4.

Customers in Southampton will notice new displays, newly designed bags, and signage in store, new delivery lorries and vans; as well as a fresh new look on johnlewis.com and the retailer’s app.

In line with the launch of the new identity, the shop has introduced an Experience Desk from where a team of partners will offer a bespoke concierge-style shopping service to help customers book appointments with personal stylists, home interior advisors and places at events taking place in the shop.

In addition, John Lewis & Partners’ largest own brand womenswear collection of 300 designs, which was created entirely in-house and carries the new name John Lewis & Partners, has launched in the Southampton shop.

The retailer has also launched its first own-brand gifting collection called ‘Find Keep Give’ in Southampton and online. The range is comprised of unique pieces, the majority of which were designed in-house by Partners.

Paul Marsden, Head of Branch at John Lewis & Partners Southampton said; “Our Partnership business model and the inherent strength of our Partners really sets us apart. That’s why the change to our visual identity this week puts Partners at the heart of everything we do. This move not only reflects the business we have become but more importantly, the business we want to be.

“We’re committed to creating a more personal shopping experience for our customers and the launch of our Experience Desk will offer something truly unique.”