Debenhams bolsters furniture category with Swoon tie-up

Continuing its efforts to offer a more curated shopping experience at its stores, Debenhams has teamed up with leading British furniture brand Swoon Editions to bring its products to the high street for the first time.


Photo: Swoon

The move, part of the Debenhams Redesigned strategy, further improves the department store’s premium furniture line-up following recent news of a new partnership with international furniture and home décor brand, Maisons du Monde.

A selection of Swoon’s best furniture pieces, lighting and dinnerware will debut in Debenhams’ Westfield White City store from March, and will 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.”

Launched in 2012, Swoon Editions is a British brand selling distinctive furniture at affordable prices. Pieces are designed in-house, with the company keeping ahead of trends with a focus on speed from design to sale. The brand operates an online store and a pop-up showroom.

Debenhams has also recently added five premium Scandinavian brands to its fashion mix. Lollys Laundry, minimum, mbyM, Six Ames and Stella Nova will launch curated SS18 collections with the retailer this month.

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