Business
Launch of new Direct-to-Consumer brand
Launch of new Direct-to-Consumer brand.
About this update from Sanderson Design Group Plc
[{"type":"text","content":"\n \n \n \n RNS Number : 2995K\n Sanderson Design Group PLC\n 01 September 2021\n \n \n \n \n \n \n \n For immediate release\n \n \n \n \n 1 September 2021\n \n \n \n \n \n \n \n \n \n \n \n SANDERSON DESIGN GROUP PLC\n \n \n (\"Sanderson Design Group\", the \"Company\" or the \"Group\")\n \n \n \n \n \n Launch of new Direct-to-Consumer brand - Archive by Sanderson Design\n \n \n Exclusive partnership with Selfridges for launch of maximalist brand for new customer demographic\n \n \n \n \n \n \n Sanderson Design Group PLC\n \n (AIM: SDG), the luxury interior design and furnishings group, announces the online launch today of a new brand, Archive by Sanderson Design, which will be sold from a dedicated brand website and also, from next month, through an exclusive retail partnership with Selfridges, the leading international fashion retailer.\n \n \n The Archive by Sanderson Design brand reinterprets heritage designs in inventive compositions and elaborate colourways for a fashion-forward, maximalist audience who are not currently served by the Company's existing brands or routes to market.\n \n \n The exclusive retailer partnership with Selfridges will include a brand launch next month at Selfridges' flagship store on London's Oxford Street. Selfridges' website will also host the new brand's products. \n \n \n The brand's first collection comprises a small capsule range of wallpapers, fabrics, cushions and lampshades. A made-to-measure service for curtains, blinds and smaller furniture items will be provided on the brand's website as part of developing the brand as a lifestyle offering.\n \n \n The launch of Archive by Sanderson Design reflects key elements of the Company's growth strategy, particularly in advancing the Group's digital strategy with a direct to consumer offering that targets a new consumer demographic for the Group. This customer targeting enables the Group to develop its own e-commerce channel whilst protecting the Company's traditional routes to market.\n \n \n The new brand also achieves the strategic aim of leveraging the Company's design archive, both through the use of heritage designs that have not been seen in the recent past, and through the re-invention of well-known Morris & Co designs through bold reinterpretations. The use of the Company's archive should ...