West Elm, John Lewis Collaboration

West Elm (New York) has opened its first branded shop-in-shop at the John Lewis (London) department store on London’s Oxford Street. This is the first time West Elm products have been available outside its own stores or website.

The West Elm section will occupy 821 square feet of the store and showcase five lifestyle rooms featuring the brand’s products, including furniture, accessories and textiles for living rooms, dining rooms and bedrooms.

The debut comes as the department store chain recently renovated its flagship store with a multimillion dollar makeover of its home department as a way to offer customers the largest assortment of home products in any U.K. store, reports a press release.

The West Elm collaboration is the only shop-in-shop the department store is featuring.