John Lewis Shop-in-shop

EUROPEAN JOURNEY: Britain’s John Lewis department store is taking aim at Europe with seven shops-in-shop planned for de Bijenkorf, the department store in the Netherlands that is owned by Selfridges Group, parent of one of John Lewis’ key U.K. competitors, Selfridges.

The retailer is stepping out of the U.K. for the first time, with the first three shops-in-shop set to launch next spring at de Bijenkorf’s flagships in Amsterdam, Rotterdam and The Hague. Launches in Eindhoven and Utrecht are planned for the end of next year, and others in Amstelveen and Maastricht are set for 2017.

The retail spaces will range in size from 300 to 500 square feet and showcase John Lewis’ home and lifestyle collections including bed, bath, living and gifting.

The European expansion is a part of the retailer’s plan to grow its global presence. Earlier this year, it opened 14 shops-in-shop across Singapore and the Philippines and seven shops-in-shop in Korea in 2014.

Managing director Andy Street praised de Bijenkorf and said the tie-up will take John Lewis “to a new customer base and country. Our existing shops-in-shop in Singapore, the Philippines and South Korea have been well-received and are trading well. While we remain committed to our U.K. physical expansion, we hope to announce more international collaborations in 2016.”

Selfridges Group purchased the Dutch luxury retail chain de Bijenkorf in 2010. The fashion and luxury goods retailer has been in operation since 1870, and has a chain of 12 stores.

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