Debenhams partners with homeware brand Swoon Editions

Debenhams is partnering with British brand Swoon Editions to bring its homeware to the UK high street for the first time.

The department store group opened a dedicated space in its Westfield White City branch in London on March 29, offering a selection of Swoon’s dinnerware, lighting and furniture pieces.

Debenhams chief executive Sergio Bucher 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’re delighted that Swoon Editions has chosen to work with us. 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.”

Swoon Editions chief customer officer Nicki Lynch added: “Our home-obsessed customers are increasingly requesting that they want to see our furniture in real life. In an online-only world it’s harder to bring people into your brand in the same way that you can with a physical store.

“A partnership with Debenhams in their Westfield White City store complements our own temporary showrooms 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 Debenhams customers.’’

Launched in 2012, Swoon Editions is passionate about creating ‘distinctive, high quality furniture at affordable prices’. The company was founded by Brian Harrison and Debbie Williamson after they became frustrated with the cost of high quality furniture.

With a growing in-house design team, the supplier says it keeps ahead of trends with a focus on speed, from design to sale, and works with a variety of craftspeople from around the world.

The partnership follows last month’s news that Debenhams is partnering with French furniture and home décor brand, Maisons du Monde, with three shop-in-shops at its Westfield White City, Birmingham and Manchester branches. A curated range from both brands will also be available at in due course.

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