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Designers Guild underlines licensing ambitions

Brace of new deals secured with Heyland & Whittle and The Art Group for brand.

Lifestyle brand Designers Guild has further underlined its ambitions in the licensing space – revealing two new deals this week alone, with more to come.

Tricia Guild OBE, creative director and founder of Designers Guild, told The Source that the company is “always keen to develop our licence business and are working on new ideas as we speak”.

The first new deal to be announced this week was with The Art Group, which launched an exclusive line of gift cards at Spring Fair.

The range (main picture) is a mix of contemporary florals and pattern. It includes 20 open designs in 6×6 & 7×3 card sizes, as well as 6 captioned designs in a 7×3 – each design comes with a bespoke Designers Guild marbled envelope. The cards come in various finishes including multi-level embosses and metallics.

Meanwhile, Heyland & Whittle is collaborating with Designers Guild on a new home fragrance collection.

Launching exclusively in John Lewis and Designers Guild own stores and online, the line features different fragrances in reed diffusers and candles.

Also new for this season are additional designs in kitchen accessories, stationery and scarves. These join the existing Bed and Bath collection, table linen and a paint range of 154 colours.

More collections and accessories are also being planned for the future.

Tricia commented: “It is strange to think, but at that time I started my shop on the Kings Road there was really no concept of ‘lifestyle’ as we know it today.

“I had this idea to present a lifestyle that could offer a sense of informality with a contemporary yet decorative look – I always think it is so much easier when people can see the evidence of how something works visually by touching and feeling the products.”

Tricia continued: “With this in mind I began with just a few items that I put together, it was a small business with a small amount of money, but so rewarding when I found that it seemed to work for people and I realised that I had found my passion and drive.

“I then started researching textiles to use in my shop and for projects I was working on, but felt so frustrated at the lack of designs that I felt inspired by.

“This led me to designing the first collection, which was a set of Indian block prints, and I have continued from that point to where we are today.”

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