Dunelm has acquired the Designers Guild brand and design archive from Designers Guild Ltd and, in a strategic collaboration, has licensed the brand and archive back to the business, enabling it to continue operating independently.
The collaboration will bring Designers Guild's heritage designs to a broader audience, drawing inspiration from the extensive design archive and guided by "a shared commitment to creativity, innovation and quality".
Under the new arrangement and the continued creative direction of its founder, Tricia Guild OBE, Designers Guild will remain focused on growing its global presence, designing world-leading collections, and delivering exceptional design to its loyal customer base in the UK and around the world.
Founded in 1970, Designers Guild is one of the most respected brands in the global interior design industry. In the past 55 years, the business has developed a reputation for bold, expressive, and original design across fabric, wallpaper, furniture, bed and bath, and home accessories. Lifestyle has always been central to the company’s philosophy, with collections that bridge everyday elegance and high-end craftsmanship, says Dunelm.
Designers Guild Ltd will continue to be led by Tricia Guild as founder and creative director, and Simon Jeffreys as group chief executive, alongside its existing management team.
Faye Atkins, commercial director at Dunelm, comments: “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.”
Tricia Guild OBE adds: "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.
"We’ve always reached across the boundaries between accessible design and exclusive artistry, from award-winning fabrics to everyday homewares – and we remain as committed as ever to building a company that brings beautiful, original design to all.”
Pictured: Designers Guild's Tricia Guild and Simon Jeffreys
