West Elm to launch first branded shop-in-shop in John Lewis on Oxford Street
US home furnishing retailer West Elm is to open a shop-in-shop in in John Lewis's flagship store on London¬ís Oxford Street.
Due to open on 3 September, the shop-in-shop will follow the launch of a branded shop online at johnlewis.com and is part of John Lewis's multi-million pound home department makeover.
The move marks the first time that West Elm products will be available outside of the brand's own stores and websites.
Jim Brett, president of West Elm, said: "John Lewis's new home experience on Oxford Street offers the largest assortment of home products in any store in the UK, making it a true destination for designers and customers from around the country. We're thrilled for West Elm to be the only branded shop-in-shop included in the space.
“This is the first time we've done anything like this, and it's an incredible opportunity for West Elm to work in tandem with one of the UK's largest retailers to quickly reach new customers and grow our business."
The West Elm space will be situated on the third floor of the store and will showcase five lifestyle rooms. The collection will include furniture and accessories for the living room, dining room and bedroom, as well as accessories and accent pieces.
Christine Kasoulis, buying director home for John Lewis, said, "We are proud and delighted to be able to partner with West Elm to bring their uniquely-styled furniture and accessories to the UK High Street. We are confident that John Lewis customers will embrace the West Elm proposition and have allocated 821 square feet in our new Oxford Street flagship home department in order to really bring the West Elm aesthetic to life."
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