West Elm branches out into pop-ups

In a first, West Elm, a Williams-Sonoma subsidiary, will make its products available outside of the brand’s own stores and website.



The Williams-Sonoma subsidiary said it has entered into a partnership with U.K. department store retailer John Lewis to open an in-store shop in the newly renovated John Lewis flagship on Oxford Street in London. The shop will open on Sept. 3, following the launch of a branded West Elm shop online at Johnlewis.com.



The West Elm shop-in-shop is part of John Lewis's home department makeover and represents the first time West Elm products will be available outside of the brand's own stores and websites.



“John Lewis's 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."



The West Elm shop-in-shop will be situated on the third floor of the Oxford Street location and will showcase five lifestyle rooms. The retailer currently operates 77 branded stores in the U.S., U.K., Canada and Australia.