Debenhams is partnering with British furniture brand Swoon Editions to bring its beautifully crafted homewares to the UK high street for the first time. The move is part of the Debenhams Redesigned strategy to offer customers a curation of leading 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 later this month. A curated range from Swoon Editions is also scheduled to become available via Debenhams.com.
Launched in 2012 by Brian Harrison and Debbie Williamson, after they become frustrated with the cost of high quality furniture, Swoon Editions is passionate about creating distinctive, high-end and trend-led furniture at affordable prices.
‘Our home-obsessed customers are increasingly requesting to see our furniture in real life,’ says Swoon Editions Chief Customer Officer Nicki Lynch. ‘In an online-only world it is harder to bring people into your brand in the same way you can with a physical store. A partnership with Debenhams will complement 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.’
Debenhams Chief Executive Sergio Bucher adds: ‘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 in the UK homeware and furniture market.’