Circular fashion maternity brand The Bshirt taps Patchworks and Virtualstock tech for John Lewis launch

The Bshirt has launched on John Lewis & Partners using the Patchworks Virtualstock to Shopify Blueprint.

In a LinkedIn post, Patchworks said that The B Shirt now had: a unified system across all channels, keeping inventory and orders in perfect sync; time savings from automation; as the business expands across platforms, it can effortlessly expand its tech stack.

The Bshirt added: “As a small, women led brand, this moment is one of immense pride for us. What started as a mission to provide mothers with sustainable, functional, and flattering fashion has now evolved into a partnership with one of the most respected retailers in the country.”

It added: “Getting here hasn't been easy, but with passion, perseverance, and a commitment to doing things the right way – from ethical production to prioritising circular fashion – we've made it.”

“John Lewis has been exceptional in providing opportunities for women led businesses like ours, valuing not just innovation but the heart behind the brand.”

“John Lewis's dedication to supporting sustainable aligns perfectly with our vision at Bshirt. Together, we're contributing to a future where fashion is not only stylish but also kind to people and the planet.”

“This partnership represents more than just a listing – it's a step toward a more sustainable and inclusive fashion industry.”

2024 RTIH INNOVATION AWARDS

Sustainable retail is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Retail Technology Show 2025, and Business France, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.