John Lewis Partnership has filed several trademark applications hinting at the name of its property venture.
The retailer plans to build 10,000 homes over the next decade is part of chair Sharon White’s plan to generate 40% of the business’ profits from outside retail by 2030.
The partnership, which submitted its first planning application in June, has registered three separate trademarks that include the name ‘The Fold’ with the Intellectual Property Office, The Grocer reports.
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The three names – ‘The Fold by John Lewis’, ‘The Fold’ and ‘The Fold by JLP’ – all cover the same five classes that relate to property, including the arrangement of leases, development of commercial or rental property, and design of building interiors.
The provision of gym facilities and the construction of bespoke furniture and appliances are among the classes it filed under.
A John Lewis Partnership spokesperson told Retail Gazette: “We regularly register trademarks and not all are used.”
The business’ property venture has been met with criticism over fears it could impact the Partnership’s return to profitability.
However, the Partnership’s strategy director Nina Bhatia defended the move and said the Partnership’s commitment to its housing venture was “unwavering”.
Last month, John Lewis’ new director of property and former Royal Mail executive Martin Gafsen joined the business.
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