John Lewis is to open shop-in-shops in 11 branches of department stores in the Philippines this summer.
The departments will be in SM Retail locations across the country, including the flagship store in Makati and three Our Home stores. They will be between 300 sq ft and 1,000 sq ft and have dedicated staff.
The shop-in-shops will stock a range of own-brand home products, including bed, bath, tableware and home accessories, such as candles and photo frames. There are currently no fashion products involved in the deal, but John Lewis has previously said its international expansion efforts are part of a move to “seed” the John Lewis brand abroad for the long term.
John Lewis has already opened departments in seven branches of South Korean department store Shinsegae and announced plans to open concessions in three branches of Singapore department store Robinsons.
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.”
The department store retailer is also set to make its first expansion in Europe this year in a similar deal, according to the Mail on Sunday.
John Lewis is said to be in discussions with at least one European retailer for a wholesale or shop-in-shop arrangement, although the name of the retailer is not yet disclosed.
Street said: “This is not just about us being in one or two countries. The significance of this is that we’re very confident in the brand and you will see more of this approach.”