The feasibility of going international
Just a year later, two more shops had been taken over in two different locations in South Africa, such was the initial success of the shop in Cape Town. To be opened with just one month of each other, both of these stores would also sell piece goods with opportunities in the future for considerable expansion. These shops demonstrated the Partnership’s faith in South Africa as a suitable location for its international expansion, and proved that a strategy to take the company elsewhere overseas was feasible. Both of these shops were considered branches of John Lewis (South Africa) Propriety Limited. Upon the opening of Johannesburg and Port Elizabeth in August and September respectively, trade was said to good, with a number of customers having visited John Lewis Oxford Street. Mr LB Smith, although based at Cape Town, was also made Managing Director of the two new branches.