Today, Swyft continued its expansion into physical retail with the opening of its fourth London showroom, at Westfield White City, marking a year since the furniture brand opened its first bricks-and-mortar store.
Located in Westfield White City’s Home Quarter, the new Store 04 is Swyft’s flagship location. Spread across 5933 sqft, it brings the brand’s wider collection of sofas, sofabeds, dining, bedroom, office, storage and accessories together in one space.
The opening follows the success of Swyft’s first showroom in Islington, which opened in 2025, followed by stores in Battersea and Westfield Stratford City.
While the business remains rooted in its digital-first model, its showrooms provide customers with the opportunity to see and feel fabrics, test furniture and explore different configurations in person before making a purchase. The Westfield White City flagship has been designed around this principle, creating an immersive environment where customers can experience the breadth of the Swyft collection while seeing how individual pieces work together across different rooms and spaces.
Keiran Hewkin, co-founder and CEO of Swyft, says: "Opening our first showroom was a big step for Swyft, so to be opening our fourth store just a year later is a really exciting milestone for the business. We've always wanted to make buying furniture feel easier, and our stores are another way of doing that. Customers can experience the furniture in person, while still having the convenience and flexibility of our online-first model."
