John Lewis, M&S, LK Bennett, Coast, French Connection and Topshop join virtual shopping centre,

John Lewis, Marks & Spencer, LK Bennett, Coast, French Connection, Topshop, Boots and Burton are some of the latest brands to go live on as part of its new online affiliate programme. The website is the UK’s first virtual shopping centre which complements the FTSE100 shopping centre operator’s 19 centres located in prime locations across the country.

The affiliate programme is a new addition to which was launched in 2013 as part of intu’s transformation of its digital proposition. These retailers, many of who have their own successful online platforms, can now showcase products for purchase on their own dedicated pages within This means customers can research online 24/7 and then either buy online or in-store, demonstrating the value of having a physical presence in centres as well as accessing intu’s 1.5m monthly digital visitors.

Trevor Pereira, commercial & digital director of intu, said: “These new brands on our site extend our offer to the benefit of our customers. The affiliate programme was developed after talking to some of our physical retailers to find out how we could further support their business, help them increase exposure and reach more shoppers.”

The programme marks another first for intu as it continues to create an omni-channel shopping experience. Visitors to will have access to the full range of products from featured retailers, driving online sales for retailers and increasing traffic to physical stores through click and collect activity.

Pereira said: “By introducing new brands to we aim to create the perfect shopping experience and make each individual customer journey as seamless as possible. Whether that journey takes place in store, online or more often, a combination of both.”