Cotswold Co has opened a shop-in-shop point inside Peter Jones ahead of its revamp

The premium furniture brand has launched a collection of products online with John Lewis and a shop-in-shop at the retailer’s landmark store in Chelsea, Peter Jones. 

The news comes shortly after Retail Week revealed that John Lewis was preparing to transform Peter into a shop that stands out on the global retail stage. 

John Lewis chief executive Peter Ruis told Retail Week in October: “We have plans to radically overhaul Peter Jones to make it not just a flagship for Britain, but a flagship for the world in terms of a beautiful, one-of-a-kind department store.”

As part of the partnership, a range of the Cotswold Co’s bedroom, living room and dining room furniture will be available in-store and online orders will be fulfilled by the Cotswold’s own white-glove home delivery service. 

Cotswold Company chief executive Ralph Tucker said: “We’re really excited to partner with John Lewis. Like The Cotswold Company, John Lewis is a brand synonymous with quality and value. Our offer – high-quality, made-to-last furniture at accessible prices – plays right into the heart of the wants and needs of their customers. We see this as a fantastic opportunity to introduce the Cotswold Company to more consumers – particularly in-person at its iconic Peter Jones store – while leveraging our in-house home delivery service to add after purchase value.

“It’s been a strong end to the year for us. With our new partnerships with John Lewis Partnership and Next – both of which have gone live in time for Christmas - we’re making tangible steps towards delivering growth and becoming one of the UK’s leading premium homeware brands.”