John Lewis will roll out new West Elm and Pottery Barn concessions across several UK stores in 2026, extending the US homeware brands’ physical presence beyond London.

The concessions will open in locations including Glasgow and Liverpool, following Pottery Barn’s UK debut in October 2025. The expansion allows customers outside the capital to access both brands in-store, building on their existing online presence within the John Lewis partnership.

The rollout forms part of a broader UK growth strategy by Williams-Sonoma, the US multi-channel retailer that owns both brands. The group has been increasing its footprint through partnerships rather than standalone stores, focusing on curated retail environments within established department stores.

Alongside the regional expansion, Pottery Barn has launched a concession at Peter Jones in Sloane Square this month, marking a further step in its London presence. The site complements the brands’ existing flagship exposure in the capital while testing demand across different store formats.

Michelle Hummel, executive vice president global at Williams-Sonoma, said the move reflects strong UK demand for both brands. She said: “Our expansion from John Lewis online into more John Lewis stores across the UK marks an exciting milestone for West Elm and Pottery Barn, allowing more customers to experience both brands beyond our London flagship store.”

Hummel added that physical retail remains central to customer engagement, particularly for homeware. “We already know the products across both brands resonate strongly with UK customers, and that the connection is even stronger when people can see and feel them in person,” she said.

Jason Wilary-Attew, director of home at John Lewis, linked the expansion to the retailer’s wider multi-channel strategy. He said: “We are thrilled to bring the West Elm and Pottery Barn experience to more of our shops across the UK, building on the fantastic success we’ve seen online.”

Wilary-Attew noted that in-store experiences remain a priority for customers evaluating home furnishings. “At John Lewis, we know our customers value the opportunity to see and feel the quality of our curated collections in person,” he said.

The partnership reflects a broader trend among international homeware brands using concessions to enter or scale in the UK market, reducing the cost and risk associated with standalone store openings while leveraging established retail footfall.

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