West Elm to open shop in London department store

West Elm (NYSE:WSM) will open its first shop-in-shop in U.K.-based department store chain John Lewis. The home decor and furniture store, owned by parent company Williams-Sonoma, will open in the renovated flagship store on Oxford Street in London, following its online opening at JohnLewis.com.

The move is the first time that West Elm is offering its products for sale outside of its own stores and websites. The shop will occupy 821 sq. ft. on the third floor of the John Lewis store. The display will showcase items from five lifestyle rooms with furniture and accessories for the living room, dining room, bedroom and accent pieces. Independent designers are also collaborating to create unique collections for the space.

"John Lewis' 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."

Experimenting outside of traditional retail box, West Elm also recently opened a design studio in Brooklyn, New York. The West Elm Makers Studio is a workspace that houses more than a dozen artists, designers and craftsmen who develop West Elm products.

But digital is also still an important focus for Williams-Sonoma. In 2014, 51 percent of the retailer's revenue came from online sales.

For more:
-See this West Elm press release

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