Homewares retailer Dunelm has acquired the Designers Guild brand and its design archive for an undisclosed amount. The move forms part of a strategic collaboration that also sees Dunelm licensing the brand and archive back to Designers Guild Limited, allowing it to continue operating independently within the interiors sector.
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Established in 1970, Designers Guild is recognised for its distinctive and bold design style across fabrics, wallpaper, furniture, bed and bath ranges, and home accessories.
Faye Atkins, commercial director at Dunelm, described Designers Guild as "an iconic feature of the UK home and lifestyle sector" and emphasised the potential for both companies to collaborate on high-quality product offerings. She noted that the partnership offers opportunities to bring Designers Guild's design expertise and innovation to Dunelm customers.
The existing leadership at Designers Guild remains unchanged, with founder and creative director Tricia Guild and group chief executive Simon Jeffreys continuing to lead the business, along with the current management team.
Commenting on the collaboration, Guild said: 'We are delighted to be collaborating with Dunelm, whose commitment to design and creativity aligns with our own.' She added that as luxury becomes more inclusive in both fashion and interiors, Dunelm's investment would help preserve the Designers Guild legacy while maintaining the brand's creative integrity.
The partnership signals Dunelm's continued focus on expanding its design credentials and reinforces its position in the competitive UK homewares market.
Source: www.theretailbulletin.com