John Lewis will open its first airport store tomorrow at Heathrow as it aims to build brand awareness among Terminal 2’s 20 million international shoppers.
The 3,600 sq ft shop, which is John Lewis’ 42nd, covers the largest space allocated to a fashion-led brand at the terminal. It will be one of the first shops passengers see once they have gone through security.
John Lewis said it has picked the best of the retailer’s offer for the store across home, fashion, gifting and seasonal ranges. It will also sell own-brand products, designer collaborations and exclusives, alongside international brands Orla Kiely, Charbonnel et Walker, Hackett and Barbour.
John Lewis buying and brand director Paula Nickolds said: “This opening is a significant step forward in developing our international strategy.
“Terminal 2 will serve 20 million passengers each year and will offer John Lewis access to one of the most concentrated, valuable and influential markets in the world. We hope to bring the John Lewis brand to a wider set of international customers- showcasing our offer within a dynamic environment, building brand awareness and credibility as a worldwide brand.”
John Lewis currently delivers to 33 countries outside the UK and Ireland. It is also growing its international wholesale business by developing a specific offer focused on bed, bath and tableware in partnership with five Shinsegae department stores in South Korea. There are plans to roll out the offer to more of Shinsegae’s stores.
The Heathrow store opens at 5.30 am tomorrow and will open as the first passengers en route to Washington travel through the newly refurbished terminal.
John Lewis also plans to open a ‘click-and-commute’ store in St Pancras station in the autumn. John Lewis has called it its first convenience format and if it is successful it could be rolled out to other travel sites and high street locations.