West Elm, the Brooklyn, NY-based chain in the Williams-Sonoma retail brand portfolio, is taking its urban-oriented approach to home furnishings across the Atlantic. The company announced that it would open its first West Elm boutique shop in a John Lewis department store operating on Oxford Street, London.
The store launch will follow West Elm’s online debut on johnlewis.com, Williams-Sonoma stated.
The West Elm shop-in-shop is part of a major John Lewis home department makeover and represents the first time consumers can purchase West Elm products outside of the brand’s own stores and websites, Williams-Sonoma noted.
The West Elm shop-in-shop will operate on the third floor of the Oxford Street John Lewis store and will showcase five lifestyle rooms featuring the products in Mid-Century, Industrial and Decorator styles. The collection includes furniture and accessories for the living room, dining room and bedroom, as well as accessories and accent pieces. West Elm is known for collaborating with independent designers to create unique collections, and the John Lewis shop-in-shop will showcase a chair designed by John Vogel and dinnerware from Potters Workshop, both South Africa-based, as well as a chair from U.K.-based designer James Harrison, Williams-Sonoma noted.
“John Lewis’s new home experience on Oxford Street offers the largest assortment of home products in any store in the U.K., making it a true destination for designers and customers from around the country,” said Jim Brett, president of West Elm. “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 U.K’.s largest retailers to quickly reach new customers and grow our business.”
Christine Kasoulis, buying director, home, for John Lewis, said, “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.”