Department store group John Lewis is to install official London 2012 shops in all its branches.
The retailer said it has “increased its commitment to the Games” by rolling out the shop-in-shops to all full line department stores as well as its at Home format.
John Lewis is an official sponsor or the global event, which will be staged in the capital this summer.
The London 2012 shops will showcase up to 3,000 products. John Lewis already has London 2012 shops in stores including Oxford Street and Stratford.
John Lewis buying and brand director Peter Ruis said: “We are delighted to further our support of the London 2012 Olympic and Paralympic Games with the roll-out of official shops in each of our branches.
“We have seen strong sales of London 2012 merchandise in our existing London 2012 shops and with the 100 days to go milestone just around the corner, excitement towards the Games is definitely building.”
London 2012 Chairman Sebastian Coe visited John Lewis’ Oxford Street store to mark the event.
Coe said: “These new London 2012 shops are a great opportunity for people across the UK to show their support for the London 2012 Games and for Team GB and Paralympics GB.”
John Lewis has also expanded the size of its Oxford Street London 2012 Shop to 6,000 sq ft, making it the largest official London 2012 Shop.
Shoppers can get their hands on items including a British Icons Routemaster, a Union Jack Mascot Mug, and a 20cm Games Mascot, Wenlock.