John Lewis Partnership today announced the launch of Greenbee, a new direct services company, which will offer financial, travel and leisure services.

Greenbee will begin buy providing financial services like insurance initially for travel, home, weddings and events. They will also provide travel and ticketing services.

It is intended that over time Greenbee will extend its product range to include life assurance and bespoke travel services in 2007, and home services after that.

There are currently eight million people who are regular customers of John Lewis and Waitrose.

In a statement, Sir Stuart Hampson, Chairman of the John Lewis Partnership said: “Greenbee is a natural progression in the way that we have served our customers since 1864 when John Lewis opened a small shop selling silk in London’s Oxford Street. Since then we have consistently evolved the range of products and services that we offer our customers as their lifestyles and needs change.”

The Greenbee Managing Director, James Furse said: “Customers of John Lewis and Waitrose keep telling us that they would like to have the same level of trust and confidence in other areas of their shopping that they have grown accustomed to with us and that is the essence of Greenbee.”