A UK-based furniture brand is set to launch in Germany this week, marking its first international expansion. The sofa-in-a-box company will offer upholstery and furniture with delivery lead times of just 5 to 7 days from its European warehouse in Poland. This move follows the company Swyft's acquisition by Sleep Brands last year and is part of a broader strategy to expand its international reach.
Photo: Swyft.
Founded in 2019, Swyft has seen significant growth, including a product range expansion beyond upholstery into additional furniture items. CEO Keiran Hewkin stated, 'We now see furniture becoming a significant part of our portfolio so we want to expand territories as well as breadth of range.' While the German market launch is the focus, Hewkin clarified that the company is not currently planning further international expansions beyond Germany.
Swyft has also promoted its CFO from Portugal, where its products are manufactured, to the role of European general manager.
Source: www.thefurnishingreport.com