BBC Worldwide Australasia have 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, which opened today.

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

BBC Worldwide have 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.

"Lonely Planet is incredibly excited to be opening its first ever Lonely Planet Hub in the iconic Dymocks flagship store in George Street, Sydney. This unique shopping experience will enable Sydneysiders to interact with the world's number 1 guidebook publisher in a bricks and mortar setting. The Lonely Planet Hub will not only showcase our guidebooks and inspirational titles but will profile the entire brand portfolio including our Children's series Not-for-Parents and our recently released range of Food titles. 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 Countries most iconic bookstores," said Chris Zeiher, Asia Pacific Sales & Marketing Director.

"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.

“The Lonely Planet Hub will offer our customers an exciting environment to discover and explore their passion for travel and plan their next intrepid adventure,” concluded Mr Cox.

The Lonely Planet Hub will be located at the flagship Dymocks store, 424-428 George St, Sydney.