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Swaine eyes up international expansion
With new flagships in Beverly Hills and Paris, and a series of private trunk shows taking the house from Monaco to New York, the 276-year-old British name is quietly taking its particular brand of craftsmanship global.
- Words by: Gentleman's Journal
For a company founded in 1750, Swaine has never been afraid of moving with the times. It began as a maker of whips and saddlery, becoming whip-maker to King George III in 1778. When the Industrial Revolution changed the way people travelled, the house turned its leatherworking expertise to trunks and luggage. Later came the briefcases and leather goods that would become synonymous with the Swaine name.
And yet, for all that evolution, remarkably little has changed at its heart. Swaine's leather goods continue to be made by hand in London, with traditional craftsmanship, provenance and an intensely personal relationship with its customers remaining central to the house.
Now, Swaine is taking that very British proposition rather further afield. The house is in the midst of a considered period of international expansion. In May this year, it opened its first permanent American boutique in Beverly Hills. And, on 1 October, Swaine opens the doors to its new Paris flagship, giving the house permanent footholds in two of the world's most important luxury markets.
But perhaps more interesting is what Swaine is doing beyond its new shops. Rather than relying solely on bricks and mortar, the house is also returning to that most traditional of luxury retail models: the trunk show.
This autumn will see Swaine travel to Washington, Monaco, Dallas and New York, bringing not only its products but its craftspeople's expertise and bespoke capabilities directly to clients.
It feels particularly appropriate for a house such as Swaine. At a time when international expansion can all too easily mean identical boutiques appearing in every major city, the trunk show offers something rather more intimate. Clients can book private appointments, handle the pieces, discuss materials and finishes, and understand the craftsmanship behind them. And there is plenty to discover.
Swaine today encompasses three areas of distinctly British expertise: Swaine leather goods, Brigg umbrellas and Herbert Johnson hats. The latter two bring their own formidable histories to the house, while together they create a collection that spans everything from beautifully made briefcases and luggage to handmade umbrellas and hats.
At the upcoming trunk shows, a curated selection from across all three will be presented alongside Swaine's bespoke and personalisation services. Clients will be able to explore different leathers and materials, individual finishes and the specialist techniques involved in creating something more personal.
The schedule begins in Washington on 1 October, before moving to Monaco from 6–8 October. From there, Swaine heads to Dallas from 27–29 October, followed by New York from 2–6 November.
There is an interesting tension to Swaine's current growth. This is undoubtedly an international expansion story: permanent stores in Beverly Hills and Paris represent a significant new chapter for a British house with 276 years behind it. But Swaine isn't attempting to become international by becoming less British. Quite the opposite.
The appeal lies in taking the intimacy of its London world, its craftsmanship, knowledge, provenance and personal service, and bringing it directly to customers elsewhere. The trunk shows, in particular, allow Swaine to grow without sacrificing the human relationships on which houses like this were originally built.
For one of Britain's oldest luxury names, international expansion doesn't need to mean reinventing itself. It simply means taking a little more of London to the rest of the world.
