We have often blogged about the things expats miss from food to the familiarities of home and the ways in which businesses and brands are targeting these longings. A growing number of websites now cater for the global community of expats supplying ‘home comforts’ to far flung corners of the world. However whilst previously these companies may have been fairly niche supplying Kiwis Vegemite or Brits Cadbury’s now we’re witnessing a growing number of big businesses getting onboard ensuring that much- loved brands needn’t be forgotten when you leave the country.
Yesterday one famous retailer caught our eye with its plans to extend its high street presence into countries with large numbers of British ex-pats. John Lewis a stalwart of British Retailing plans to invest around £233 million in targeted initiatives to ensure the expat community can benefit from its online site. John Lewis aims to offer e-commerce services in 27 countries including the US, Australia and Singapore within five months.
John Lewis MD Andy Street says that demand for John Lewis products is high enough within the expat community to warrant the expansion perhaps reinforcing the view that no matter how much we assimilate ourselves into our new surrounds we still desire the tastes and aesthetics from our home countries.
With John Lewis expanding the shopping experience to expats how long before others follow suit? Have you spotted any interesting brand engagement with the expat community? If so we’d love to hear from you. Leave a comment below.