John Lewis Own Brand in the Netherlands

The Gazette (The Partnership’s in-house magazine) published the following on the 2nd March 2016:

John Lewis has launched its first three shop-in-shops in partnership with department store chain de Bijenkorf in the Netherlands, with a press and customer event last week in Amsterdam.

The new shop-in-shops at de Bijenkorf stores in Amsterdam, Rotterdam and The Hague have been designed by John Lewis’s in-house design team, but are run and managed by de Bijenkorf, whose buying team chooses the products for their shop-in-shops from an edited wholesale range.

The partnership with de Bijenkorf is the first of its kind for John Lewis in Europe, and the launch event was ‘incredibly positive’, says Katie Jordan, Head of International Development.

‘This represents an exciting chance for us as a business to ‘dip our toes’ into a new market, and understand what our European customers want,’ she adds.

‘We choose our retail partners very carefully and JL Partners have been involved in designing and merchandising the shopfit, training de Bijenkorf staff, and briefing them on our brand ethos and our products.’

Further shop-in-shops are due to open in de Bijenkorf stores in Eindhoven and Utrecht later this year, and in Amstelveen and Maastricht in 2017, selling a selection of JL own brand bed, bath and gift lines.

John Lewis also sells own brand products to Shinsegae department stores in South Korea, as well as in Robinsons department stores in Singapore, and SM department stores in the Philippines. Additional shop-in-shops are set to open in Robinsons in Kuala Lumpur in Malaysia at the end of March and in Dubai next year.

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