Some 500,000 copies of the first issue have been distributed across stores in the UK.

Printed at Southernprint, Edition is a full colour matte finish 116pp 210x260mm magazine printed on PEFC-approved stock.

It is published by John Brown five times a year during the Autumn, Christmas, New Year, Spring and Summer. John Brown also produces John Lewis' catalogues and a spokeswoman there said that having a single relationship with a printer for both products made the print management much easier.

Paul Porral, head of creative services at John Lewis said that the decision to use print was an opportunity to get closer to its customers. "[Edition] will give us the ability to have conversations with our customers that we can't have in-store or online," he said.

"Edition is a great example of how we invest in, communicate with and value our customers - not only by showcasing them our latest products but also engaging with them on key topics and interests relevant to their lifestyles."

However, the spokeswoman at John Brown added the success of the magazine would also be measured by more tangible means. "Measurement is more important than ever," she said. "We'll be looking at product uplift, so we'll be tracking sales of the purple coat featured on the cover."

The editorial team will be led by the erstwhile editor and deputy editor team from Marie Claire, supported by high-profile contributors.