British department-store chain John Lewis has launched a mobile offer in an effort to break into the lucrative smartphone market.
The retailer is now selling more than 25 types of SIM-free handsets online.
The range includes popular smartphones from mobile-phone manufacturers such as Apple, HTC, Microsoft, Samsung and Sony.
John Lewis has also announced plans to partner with mobile network Vodafone to introduce contracts from the autumn.
Staff at the in-store concessions will be provided by John Lewis and Vodafone, with more concessions to follow at a later date.
Speaking to City AM, Jonathan Marsh, electronics buying director at John Lewis, said that the retailer would not rule out launching its own network like supermarkets Tesco and Sainsbury's have done. With John Lewis Partnership being the parent company of the John Lewis department stores and Waitrose supermarkets, it would be an interesting move for the group.
"We offer own-broadband, and it's very successful on the principles of demystifying offers and offering great value," Marsh told the daily newspaper.
"While we wouldn't rule it out in the long, long term, it's not on the agenda now."
Last September, John Lewis appointed Sienne Veit, the former head of mobile at supermarket chain Morrisons, to the newly created role of director for online product.
© 2015 European Supermarket Magazine – your source for the latest retail news.
