Home & Decor speaks to Head of International Development at British department store John Lewis.

Tell us about the heritage of the brand.
John Lewis is 150 years old, and started as a drapers shop back in Victorian Britain, creating products for high society. The founder wanted customers to stay in the shop for longer, and started bringing in other brands, from different categories such as fashion, homeware, electronics and beauty. Eventually, John Lewis took on more of a department-store format.

What can we expect from John Lewis?
We develop about 12 design themes each season. Currently, what’s big are the Coastal (inspired by the British coast) and Fusion (inspired by North African culture) collections, and also the Croft collection – which is the key focus here. Croft reflects a relaxed, modern British style, with the slightly dreamy, romantic feel of a seaside town. It is about comfort, texture and natural materials. Hero products include recycled glass vases made in Spain, scented candles made in the UK and cushions with lovely blue and grey hues.

Does the selection of products here differ from that of the other two Asian countries – the Philippines and South Korea – it’s available in?
We found that customers here are looking for more premium products, as they are more discerning and prefer newer design styles. We’ve created bespoke products, such as bed linen, for this market, too. In the Philippines, the customer seems to be more into kitsch Britannia elements, such as Union Jacks. In Korea, the customer likes clean designs with neutral colour palettes.

John Lewis is available at Robinson The Heeren.