The John Lewis location in London will soon be home to a new in-store shop that will be designated 'Found.'
Found is set to be a 4,000 square foot shop-in-shop boutique that will feature emerging brands in clothing, accessories, beauty, technology and home items. The curated items will be on rotation every six weeks and leaves plenty of potential for brand collaborations. Up first, John Lewis' Found will be featuring watches from Shore Project with a pop-up installation.
Although the store-in-a-store concept is frequently used by brands to bring in other outside independent retailers, it's interesting to see retailers like John Lewis carving out its own in-store boutiques to put certain products in the spotlight for a time, especially around the holiday season.
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