Retailer to bring British furniture brand Swoon Editions to the UK high street.
Department store chain Debenhams is to bring a new name to the UK high street – partnering with British furniture brand Swoon Editions as it looks to boost its brand portfolio.
The move is part of the Debenhams Redesigned strategy to offer customers leading curated brands and will see the first dedicated site, offering a selection of Swoon’s best furniture pieces, lighting and dinnerware in the retailer’s Westfield White City store from this month.
The partnership further enhances the retailer’s presence in the UK homewares and furniture market and closely follows news that Debenhams is partnering with international furniture and home décor brand, Maisons du Monde.
A curated range from both brands will also be available to a wider audience via Debenhams.com in due course.
Sergio Bucher, chief executive at Debenhams, said: “As part of our Debenhams Redesigned Strategy, we are looking to work with strategic partners that can deliver new and complementary product offers for our customers.
“We are delighted that Swoon Editions has chosen to work with us to open up their current offering to the high street. We believe that its skilfully crafted furniture, made-to-order upholstery, distinctive lighting and tableware will bring new and differentiated ranges to our customers, reinforcing Debenhams’ position as a major player in the UK homeware and furniture market.”
Nicki Lynch, chief customer officer at Swoon Editions, added: “A partnership with Debenhams in their Westfield White City store will complement our own temporary showroom that pop-up regularly across the UK, and gives us a permanent space for customers to be able to experience our furniture. We’re excited about the opportunity to introduce Swoon to a new audience of existing Debenhams customers.”
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