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John Lewis to open Philippines outlets as part of multichannel international strategy

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John Lewis is opening outlets in department stores in the Philippines as part of a multichannel strategy to raise international awareness of its brand.

The strategy has already seen the department store group offer international delivery to 33 countries through the website, open a store at Heathrow’s Terminal 2 (pictured), and work with retailer Shingsegae in South Korea and Robinsons in Singapore.

In the Philippines, John Lewis will open shop-in-shops in SM department stores and branches of Our Home, selling own-brand John Lewis home products.

Andy Street, managing director at John Lewis, said the success of its work with Shinsegae had given it confidence to continue its overseas expansion.

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

“While our move into the Philippines and Singapore will give us access to a new emerging market, our focus for physical expansion remains firmly on the UK, with eight new shops scheduled to open across the country in the next few years.”

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