John Lewis has been named the official retailer of the London 2012 Olympic Games.
The department store chain will dedicate up to 5,500 sq ft of its Oxford Street and Stratford stores in London to selling London 2012 merchandise including clothing and jewellery. The retailer said it was yet to decide where the space would come from within the Oxford Street store.
The Stratford store is being built adjacent to the Olympic Park where the Games will be held.
All net profit on Olympic merchandise sold will go back to the London 2012 Games.
The retailer declined to comment on how much it was contributing to the deal. The Games organising committee has targeted raising £2bn from partners and sponsors.
John Lewis managing director Andy Street said: “This is not John Lewis writing out a cheque for a substantial sum of cash. For us, it is about building our reputation and driving footfall. We think we will probably wash our face.”