West Elm Launches First Branded Shop-within-a-Shop in the UK

Brooklyn-based home furnishing retailer West Elm, a member of the Williams-Sonoma, Inc. portfolio of brands announced it will open its first shop-in-shop in John Lewis, the UK’s largest department store retailer.

The shop-in-shop will open on September 3rd in John Lewis’ newly renovated flagship store on Oxford Street in London following the launch of a branded shop online at johnlewis.com. The West Elm shop-in-shop is part of John Lewis’ multi-million pound home department makeover and represents the first time West Elm products will be available outside of the brand’s own stores and websites.

“John Lewis’ 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,” said Jim Brett, president of West Elm. “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.”

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 821sq ft in our new Oxford Street flagship home department in order to really bring the West Elm aesthetic to life.”

The West Elm shop-in-shop will be situated on the 3rd floor of the Oxford Street location and will showcase five lifestyle rooms featuring the products and styles that West Elm is best known for in mid-Century, industrial and decorator aesthetics.

The collection includes furniture and accessories for the living room, dining room and bedroom, as well as versatile accessories and accent pieces. Textiles including decorative pillows and a collection of Fair Trade Certified rugs will also be offered. West Elm is known for collaborating with independent designers to create unique collections and the John Lewis shop-in-shop will include a chair designed by John Vogel and dinnerware from Potters Workshop, both South Africa-based, as well as a chair from UK-based designer James Harrison.

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