Luxury interior furnishings group Sanderson Design Group has announced a 10-year licensing agreement with Dunelm in relation to Designers Guild, the luxury interiors brand was acquired by Dunelm in April 2025 – and whose parent company went into administration yesterday (see related).
Under the terms of the agreement, Sanderson Design Group has been granted the sole licence to develop, manufacture and sell wallpapers, fabrics and paint worldwide under the Designers Guild brand. Sanderson Design Group will pay Dunelm a royalty fee under the agreement, which also provides access to Designers Guild’s extensive archive design library, together with the opportunity to create new designs under the brand.
Designers Guild wallpapers, 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 manufacture of Designers Guild products will provide additional volumes through the group’s UK manufacturing facilities alongside production of Sanderson Design Group’s existing brands and third-party customer brands.
"The addition of Designers Guild is highly complementary to the group’s existing portfolio of heritage and luxury brands," states Sanderson. "The partnership broadens the group’s portfolio while leveraging its specialist design, manufacturing, sales and international distribution capabilities. The group will immediately be replenishing existing bestsellers to fulfil demand, and an initial stock package will be available shortly on the trade site."
Lisa Montague, CEO of Sanderson Design Group, comments: “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.
“This agreement also reflects the significant progress we have made in reshaping and strengthening the group. The structural changes implemented across the business have created a more focused, resilient and international platform with the design expertise, specialist manufacturing and global distribution network to support and develop outstanding interiors brands. As the market continues to evolve and consolidate, we believe this positions the group strongly to take advantage of opportunities as they arise.
“We look forward to leading the next chapter for the Designers Guild brand and presenting collections that remain true to its 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.”
Faye Atkins, CCO at Dunelm, adds: “Designers Guild remains one of the UK's most iconic home and lifestyle brands, with a rich heritage of creativity and design innovation. We're pleased to be continuing our support for the brand through this new partnership with Sanderson Design Group and look forward to working together to help ensure its distinctive design archive and brand heritage can continue to be enjoyed by customers for years to come.”
