John Lewis already has a reputation for supporting entrepreneurs and startups with its JLAB accelerator program, and now the Partnership has paired up with TrueStart, Europes only independent retail and consumer accelerator and investment fund for The Eureka Initiative.

The partnership will aim to find and fund the products, services and technologies which will define how we live in the future, enabling startups within TrueStarts own accelerator program, The Collection, to gain from John Lewis retail experience, and bring their products to market.

“The John Lewis Partnership began life as a brave, entrepreneurial experiment,” said Tom Athron, group development director at the John Lewis Partnership. “By collaborating with TrueStart we will be supporting the future growth of our company by partnering with like-minded entrepreneurs and fast tracking their ideas.”

One startup that will benefit from The Eureka Initiative is Photospire, a technology platform that enables brands to create real-time personalised video content for consumers. Photospire is already in talks with John Lewis regarding activation activities that target the retailers customers with product recommendation videos tailored to individuals.

“TrueStart looks to work with genuinely disruptive businesses that have the potential to inform real change in the retail sector,” said Matt Truman, CEO of True Capital, the private equity firm behind TrueStart. “I am delighted to welcome the John Lewis Partnership on board as our latest strategic partner.

“By joining forces we can lean on our joint expertise to ensure that the retail industry keeps innovation at its core, transforming the fashion, home and technology sectors in these rapidly changing times.”

The Eureka Initiative will complement JLAB, which aims to deliver a broader range of new products and services across the department store portfolio, and has already created solutions for some of John Lewis operational and marketing challenges.

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