Sanderson signs ten-year Designers Guild licensing deal with Dunelm

Sanderson Design Group ($SDG-LSE) signed a ten-year agreement with Dunelm ($DNLM) giving it the sole global license to develop, manufacture and sell Designers Guild wallpapers, fabrics and paint. Sanderson gains access to the brand’s design archive and can create new collections, while paying royalties to Dunelm, which owns Designers Guild.

Production will use Sanderson’s manufacturing network, including its Loughborough and Lancaster facilities and supplier partners, with sales through international design, wholesale and digital channels. The company intends to replenish existing best-sellers first, then develop the broader offering. The agreement adds production opportunities and licensed products without transferring ownership of Designers Guild. Royalty rates and a quantified earnings contribution were not disclosed in the announcement.

Sources:

• Sanderson Design Group — Designers Guild agreement, RNS