Department store group John Lewis has become the first retailer to start selling 3D televisions.

John Lewis is retailing Samsung’s 40-inch C700 model, which costs £1,800, from today in its Oxford Street branch after the manufacturer brought forward the launch date to beat rivals to market.

Samsung had originally intended to launch its set on April 27, the Daily Telegraph reported, but has pipped competitors LG, Panasonic and Sony to the post.

The television will go on sale at other John Lewis stores, as well as in some electricals specialists Currys and Comet shops from the weekend.

John Lewis buyer for vision John Kempner told the Daily Telegraph: “3D TV is an incredibly exciting technology and once again John Lewis is first to market.

“Manufacturers like to use us as their launch partner because our customers are always early adopters of new technology.”