John Lewis rolls out new premium home concessions

Luxury homeware brands Oka, West Elm and Pottery Barn are all set to open concessions in selected John Lewis stores across the UK this year.

Oka said the partnership would include the brand’s first-ever concession store at John Lewis Liverpool in June, as well as the launch of its products online at johnlewis.com. 

John Lewis will stock more than 200 products from Oka online, across furniture, home accessories and lighting, available for home delivery or click-and-collect. 

Oka chief customer officer Aalish Yorke-Long said: “John Lewis is one of the most trusted names in British retail, and this partnership allows us to introduce OKA to a whole new audience. We know there’s strong demand for premium, beautifully crafted homewares outside of our traditional heartlands, and this is an important step in making our brand more accessible.

“Our customers increasingly expect to shop across multiple channels, and this partnership delivers that – whether they want to see and touch products in-store in Liverpool, browse online, or use click-and-collect for convenience. This complements our own store expansion programme and gives us a national platform alongside a retail partner that shares our commitment to quality, design and customer service.”

Williams-Sonoma-owned West Elm and Pottery Barn concessions will open at several John Lewis locations, including Liverpool and Glasgow, and the recently opened Pottery Barn shop-in-shop in Peter Jones, London. 

Pottery Barn launched in the UK in October last year with a store on Tottenham Court Road. 

Williams-Sonoma executive vice president global Michelle Hummel said: “Our expansion from John Lewis online into more John Lewis stores across the UK marks an exciting milestone for West Elm and Pottery Barn, allowing more customers to experience both brands beyond our London flagship store. 

“We already know the products across both brands resonate strongly with UK customers, and that the connection is even stronger when people can see and feel them in person. That’s why we’re delighted to be growing our national presence through our ongoing partnership with John Lewis, as we look ahead to what will be an exciting year for both West Elm and Pottery Barn.”