John Lewis extends brand reach in Asia with Philippines shop-in-shop deal

UK department store John Lewis is to open 11 shop-in-shops in the Phillipines as it actively seeks partners to extend its international brand reach.

The 11 stores will be sited in SM Retail locations across the Philippines, and will include sites in its flagship store Makati and three Our Home stores. The shops will be between 300 sq ft and 1,000 sq ft and have dedicated staff.

The SM Retail shop-in shops will sell own-brand home products including bed, bath, tableware and home accessories, such as candles and photo frames.

The news follows the openings of seven John Lewis outlets in Korean department store Shinsegae, and the signing of a three store shop-in-shop deal with Singapore department store group Robinsons.
The overseas shop-in-shop strategy is about boosting international online sales by seeding the brand with customers. The store delivers to 33 countries through johnlewis.com and a shop in Heathrow’s Terminal 2.

The SM Retail group, is part of a Phillipino conglomerate which includes retail, banking and property businesses. It has been trading for over 50 years and has a turnover of $4bn and 160,000 employees.

Andy Street, managing director at John Lewis, said: “The success of our partnership with Shinsegae has given us the confidence to continue our expansion in the international market.

“SM Retail and Robinsons are the perfect partners to help bring the John Lewis brand to a new Asian customer base. We are actively looking for more international partnerships, and expect to make more announcements about our international plans in the next year.”

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