Debenhams has teamed up with online furniture brand Swoon Editions in a partnership that will give the UK furniture brand a presence on the UK high street.
The first dedicated site to offer a selection of Swoon’s furniture pieces, lighting and dinnerware will be Debenhams' store at Westfield London.
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.”
The partnership follows the recent news that Debenhams has teamed up with international furniture and home décor brand Maisons du Monde on an in-store collection. It is also planning to launch a curated range from both brands via Debenhams.com.
Nicki Lynch, chief customer officer at Swoon Editions, said: "Our home-obsessed customers are increasingly requesting that they want to see our furniture in real life. 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 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.”
Swoon Editions items will be available at Debenhams’ Westfield London store from this month.
