Swoon to set up home in additional Debenhams stores


Swoon will roll out concessions in a further ten Debenhams stores, following the brand’s first successful UK retail partnership with the department store which kicked off in March 2018.

After introducing Swoon’s distinctive designs to the high street for the first time with a 2,000 sq ft retail space in Debenhams’ Westfield White City, the online furniture brand is to take on an additional 17,000 sq ft of retail space to offer its best-selling furniture, lighting and dinnerware in Debenhams stores across the UK.

Stores set to retail the homewares range include Watford, Guildford, Brighton, Manchester, Glasgow, Edinburgh, Chelmsford, Bristol, Cardiff and Clapham. Launching from September, the move follows a highly successful pilot programme in Debenhams’ Westfield White City which has seen both brands attract new customers.  The store rollout programme will be followed by Swoon ranges also being made available from Debenhams online later in the Autumn.

Speaking on the expanded partnership Sergio Bucher, chief executive at Debenhams, said: “We are delighted to build further on our relationship with Swoon and welcome them to a further ten stores in our estate.  The partnership is a strong part of our Debenhams Redesigned Strategy to work with strategic partners who can deliver new and complementary product offers for our customers.

We are excited to be Swoon’s exclusive retail partner in the UK and now look forward to introducing the brand to a wider Debenhams audience across our estate. The differentiated range of made-to-order upholstery, skilfully crafted furniture and lighting retailed alongside our own homewares range will reinforce our position as a major player in the UK homeware and furniture market.”

Josh Guthrie, head of retail at Swoon said: “Offering our home-obsessed customers the chance to see our furniture in a real-life retail setting is a huge benefit. We’ve seen a really positive response to the White City space and have exceeded sales targets. Our strengthened partnership with Debenhams will enable us to reach a new customer base across the UK – we’re looking forward to sharing what Swoon has to offer.”

Swoon was founded by Brian Harrison and Debbie Williamson who have, with the help of a growing in-house design team, introduced trends at speed from design through to sale by using real time customer data and working with a variety of talented craftspeople from around the world.