John Lewis is to launch US denim brand Madewell in the UK in its new shop at Westfield White City.

Madewell, which has achieved rapid success in the States, will feature on the womenswear floor of the John Lewis store, which opens on Monday.

The new 230,000 sq ft John Lewis store is the flagship at the extended Westfield, and represents the latest phase of the retailer’s reinvention of the department store model as it adapts to changing shopper habits.

The womenswear floor was described by the retailer as its “most exciting yet” and the debut of Madewell exemplifies John Lewis’ ambition to make 50% of its products own-brand or exclusive.

John Lewis director of fashion Christine Kasoulis said:We are thrilled to announce the launch of Madewell.

“We are working hard to give our customers a unique and inspiring mix of brands and the addition of Madewell continues to grow our exclusive product offering that can’t be found anywhere else.

“We are so proud of this new store and truly think it offers a unique shopping experience and is the perfect home to showcase our womenswear collections.”

Madewell head designer Joyce Lee said: “We’ve shipped to the UK for some time and seen a continued demand for a physical presence from our UK customers, so are excited to finally be able to provide them with a place they can experience Madewell in person.”

“The John Lewis retail philosophy is very much in line with ours at Madewell’s, making the partnership a natural fit.’

Madewell was launched in 2006 and describes itself as “artful”, “cool” and “unexpected”.