BBC Worldwide partner with Dymocks to launch Lonely Planet Hub in Sydney

Louise Duffy | 17-01-2013

BBC Worldwide Australasia has partnered with Dymocks to create the first ever Lonely Planet, shop-in-shop (called the Lonely Planet Hub) at Dymocks’ flagship George Street store in Sydney.

The Lonely Planet Hub, designed by Australian retail marketing agency phdcreative, will be situated on the mezzanine level of the George street store and will feature a selection of BBC Worldwide merchandise, books and DVDs as well as Lonely Planet travel guides and books. Further expansion is scheduled for later in the year to include a new range of travel accessories.

BBC Worldwide has previously worked with Dymocks, opening several BBC branded shop-in-shops in Melbourne, Brisbane and Canberra.

"Dymocks is a leader in their field and we are delighted to collaborate with them on our very first Sydney Lonely Planet Hub. The partnership is a testament to BBC Worldwide’s expanding presence in the retail market, bringing Lonely Planet and other BBC Worldwide products direct to consumers in a high quality personalised environment,’ said Elie Mansour, BBC Worldwide Australasia’s Manager, Licensed Consumer Products.

“With Australians travelling in record numbers and being one of the most travelled nationalities on the planet it was logical to open this branded experience in one of our country's most iconic bookstores,” added Chris Zeiher, Asia Pacific Sales & Marketing Director, Lonely Planet.

“Dymocks is thrilled to partner with such an iconic global brand in this world-first and bring the world of travel to Australian readers. This strategic partnership with Lonely Planet is a natural extension that brings to life Dymocks as the learning source for an enriched life.” said Steve Cox, Managing Director, Dymocks.