John Lewis raises profile with international online shoppers through first airport shop
will tomorrow open its first airport shop, part of a strategy to raise the profile of its multichannel service with international passengers who may buy from it online.
The new 3,600 sq ft John Lewis shop will open at Heathrow Terminal 2 at 5.30am tomorrow, as the first passengers of the day head to Washington, in what Paula Nickolds, buying and brand director at John Lewis, says is a “significant step forward in developing our international strategy.” John Lewis currently delivers to online shoppers buying from 33 countries outside the UK and Ireland – equivalent to 75% of destinations served by Terminal 2.
On the top floor of the departure lounge, the new store will showcase homewares, fashion, gifting and seasonal ranges, with own-brand products alongside designer collaborations and brands such as Orla Kiely home, Charbonnel and Walker, Hackett and Barbour .
Nickolds said: “Terminal 2 will serve 20m passengers each year and will offer John Lewis access to one of the most concentrated, valuable and influential markets in the world.
“We hope to bring the John Lewis brand to a wider set of international customers, showcasing our offer within a dynamic environment, building brand awareness and credibility as a worldwide brand.”
The opening comes ahead of plans to launch a Click & Commute shop at London’s St Pancras station, serving passengers as they travel to and from work. The new shop will be the retailer’s first convenience format and will both raise the profile of the brand to new customers and give existing customers a new way to shop. The format may be rolled out to other transport hubs and high streets in due course.