UK housewares brand Joseph Joseph will on Thursday open their largest store-in-store concept in the world at Myer Sydney.

Taking over nearly 90 square metres on level 5 of the famous George Street department store, the store-in-store concept area will feature authentic customer engagement ‘for all consumers to understand what [Joseph Joseph] is about’, alongside the most extensive selection of Joseph Joseph products in Australia.

As part of the concept store, Myer has special offers running, with shoppers able to win a new Totem 40ltr Stainless Steel Bin valued at $449.95.

Plus the first 100 shoppers will receive a free Dot Hydration Tracking Water Bottle if they spend over $200.

Joseph Joseph Sales and Marketing Manager James Gratton said ‘Myer Sydney is a significant step forward for the brand and again shows our intent to keep growing in Australia’.

Well known for its space-saving kitchenware products the company has since expanded into other markets such as storage and organisation, intelligent waste and bathroom ranges.