John Lewis signs up for the Games

The store is one of the main retailers in the Westfield Stratford City, which will be the gateway to London's Olympic Park in east London and largest urban shopping centre in Europe when it opens.

John Lewis, the Games' 26th domestic sponsor, will be a key retailer for Games-related merchandise through its outlets in the Olympic Park and the main shopping thoroughfare in London, Oxford Street.

It will also provide warehouse space and its staff will be able to work with LOCOG (the London Organising Committee of the Olympic Games) in the build-up to the Games, and help furnish lounge and reception areas at Games-times venues.

"Having the flagship store in Stratford City is obviously a very helpful asset because an important part of our programme of the Games is to sell merchandise related to the Games ... and there will probably be no better place to sell the merchandise than next to the Park," LOCOG chief executive Paul Deighton said.