Sanderson Design Group signs 10-year Designers Guild licensing agreement with Dunelm
Sanderson Design Group, the owner of consumer brands Sanderson, Zoffany and Scion, has announced a 10-year licensing agreement with Dunelm for Designers Guild wallpapers, fabrics and paint.
The agreement grants the group sole global rights to design, manufacture and sell the product categories under the Designers Guild brand. This will include the future development of Designers Guild wallpapers, fabrics and paint, including the creation of new products. The group will also be replenishing existing best sellers to fulfil demand.
Subscribe to TRBWallpapers, fabrics and paint developed under the agreement will be manufactured through Sanderson Design Group’s production network, including its Anstey site in Loughborough, Standfast & Barracks in Lancaster, and a network of supplier partners. Products will be distributed internationally through the group’s global network of interior designers, wholesale partners and omnichannel digital channels.
The directors of Designers Guild sold the Designers Guild brand and design archive to Dunelm in 2025. Earlier this month, Designers Guild itself collapsed into administration after more than 50 years of trading, with 93 jobs lost.
Lisa Montague, chief executive of Sanderson Design Group, said: “As an internationally recognised brand with exceptional design heritage and a distinctive creative identity, Designers Guild makes an excellent addition to our portfolio of brands and a clear strategic fit with our business.
“We look forward to leading the next chapter for Designers Guild and presenting collections that remain true to the brand’s design heritage, delighting its established fan base as well as introducing new customers. Through our international network, we will extend its reach with customers around the world and unlock the global potential of the brand.”
