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Swoon to roll out more Debenhams concessions

Online furniture retailer Swoon is to roll out concessions in an additional ten Debenhams stores following the launch of its partnership with the department store chain earlier this year.

HOME & DIY

Swoon to roll out more Debenhams concessions

Online furniture retailer Swoon is to roll out concessions in an additional ten Debenhams stores following the launch of its partnership with the department store chain earlier this year.

In March Swoon took 2,000 square feet of retail space in Debenhams’ Westfield White City store and now plans to take a further 17,000 square feet of space to showcase its best-selling furniture, lighting and dinnerware ranges in Debenhams stores across the UK.

The next phase of Debenhams shops to take part in the roll out include Watford, Guildford, Brighton, Manchester, Glasgow, Edinburgh, Chelmsford, Bristol, Cardiff and Clapham.

This will be followed by Swoon ranges also being made available on Debenhams' website later this autumn.

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.”

Debenhams is Swoon’s exclusive retail partner in the UK. The brand’s made-to-order upholstery, furniture and lighting ranges sit alongside Debenhams’ own homewares range as the department store looks to bolster its position as a major player in the UK homewares and furniture market.

Sergio Bucher, chief executive of 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.”

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