The retailer has announced plans to open within seven branches of The Netherlands department store, de Bijenkorf.
The first three of the shop-in-shops will debut next spring, at de Bijenkorf’s flagship stores in Amsterdam, Rotterdam and The Hague. This will be followed by openings in Eindhoven and Utrecht at the end of next year, and in Amstelveen and Maastricht in 2017.
The development builds on John Lewis’ plans to increase awareness and engagement with global customers, and to expand its existing international presence.
Andy Street, managing director at John Lewis, said: “We’re delighted to be debuting our first European shop-in-shop, and de Bijenkorf is the perfect partner to enable us to bring John Lewis to a new customer base and country. Our existing shop-in-shops in Singapore, the Philippines and South Korea have been well received and are trading well. Whilst we remain committed to our UK physical expansion, we hope to announce more international collaborations in 2016.”
The John Lewis departments will range from 28 sq m to 46 sq m, with the help of the retailer’s in-house team to design the look and feel of the space.
A majority of John Lewis’ own brand home and lifestyle products will be available, as well as bed, bath, living and gifting assortments.