Dunelm has acquired the Designers Guild brand and design archive for an undisclosed sum.
The Times has reported that in a strategic collaboration, Dunelm has also licensed the brand and archive back to Designers Guild to enable the company to continue operating independently in the interiors market.
Founded in 1970, Designers Guild offers bold designs spanning fabric, wallpaper, furniture, bed and bath and home accessories.
Faye Atkins, commercial director at Dunelm, said: “Designers Guild has been an iconic feature of the UK home and lifestyle sector for many decades, so we’re really excited to be investing in the brand and its continued development.
“With a shared passion for producing high quality products, we see multiple opportunities to work with the business and bring their renowned designs to Dunelm customers, benefiting from their expertise and innovation in design.”
Designers Guild will continue to be led by Tricia Guild as founder and creative director and Simon Jeffreys as group chief executive, as well as the existing management team.
Tricia commented: “We are delighted to be collaborating with Dunelm, whose commitment to design and creativity aligns with our own.
“As the concept of luxury becomes increasingly inclusive across both fashion and interiors, we welcome Dunelm’s investment in our historic archive and brand.
“This collaboration will help preserve the integrity of our designs while ensuring the ongoing legacy of Designers Guild.”
