John Lewis (London) will be launching a new retail space next month called Found, which will be located inside the retailer’s newest Birmingham, England, department store. The in-store boutique will feature up-and-coming contemporary brands in categories including women’s wear, accessories, beauty, housewares and technology.
The debut 4000-square-foot space is set to open Sept. 24 and will be an area where the retailer can experiment with a variety of brand collaborations and new store-design experiences. The collections will change every six weeks, and one of the first brands to be featured in Found includes a pop-up installation from Shore Project watches.
According to the company’s brand and buying director Paula Nickolds, Found aims to change the way the chain sells fashion by focusing more closely on providing a tightly curated selection of brands and presenting them in creative, inspirational ways, reports Women’s Wear Daily