Upmarket UK department store John Lewis to debut in Australia with “shop-in-shop”

Upmarket UK department store John Lewis is making an entry in Australia for the first time.

The retailer will open a ''shop-in-shop'' in six Myer stores, including in Perth, next year.

The partnership with the department store was announced by Myer yesterday, making it the first retailer in Australia to stock the brand's homewares products in store and online.

The first store would open in Myer Warringah just before Christmas, with five stores planned across Melbourne, Sydney, Chadstone, Bondi and Perth in early 2017.

The 'shop-in-shop' will stock modern bedding including pillows, duvets and sheets in a mixture of neutral tones and colourful prints.

It would also offer a range of bath accessories and various homewares.

John Lewis had 'shop-in-shops' in Korea, Malaysia, Singapore, Dubai and Ireland.

Myer would be the first in Australia to stock the popular UK department store's homewares and bedding.

The partnership between the two firms comes after Myer announced a new strategy, adopted to boost the brand after an almost 70 per cent drop in profit for the year up to 25 July, 2015.

The John Lewis 'shop-in-shops' are slated to feature a unique design, a different look to the stores they were built inside.

''We're delighted to be expanding our international presence and bringing John Lewis to new countries around the world, both through physical collaborations and by expanding our online international delivery destinations,'' John Lewis international development head Katie Jordan said, The West Australian reported.

''There is a real synergy between Myer's customer base and ours and we believe they are the perfect partner for our first Australian shop-in-shops.''

John Lewis had used the same format to expand around the world, with 30 businesses trading under the roofs of other retailers.'