Strategic licensing agreement

Sanderson Design Group PLC

25 September 2026

 

The information contained within this announcement is deemed by the Company to constitute inside information stipulated under the Market Abuse Regulation (EU) No. 596/2014 as it forms part of UK domestic law pursuant to the Market Abuse (Amendment) (EU Exit) Regulations 2019 (SI 2019/310) (“MAR”), and is disclosed in accordance with the Company’s obligations under Article 17 of MAR. Upon the publication of this announcement via a Regulatory Information Service, this inside information is now considered to be in the public domain.

25 September 2026

Sanderson Design Group plc

(“Sanderson Design Group”, the “Company” or the “Group”)

Strategic licensing agreement

10-year agreement to design, manufacture and sell Designers Guild wallpapers, fabrics, and paint globally

Sanderson Design Group PLC (AIM: SDG), the luxury interior furnishings group, is pleased to announce a 10-year licensing agreement (the “Agreement”) with Dunelm in relation to Designers Guild, the luxury interiors brand acquired by Dunelm in April 2025.

Under the terms of the Agreement, Sanderson Design Group has been granted the sole licence to develop, manufacture and sell wallpapers, fabrics, and paint worldwide under the Designers Guild brand. Sanderson Design Group will pay Dunelm a royalty fee under the Agreement, which also provides access to Designers Guild’s extensive archive design library, together with the opportunity to create new designs under the brand.

Designers Guild wallpapers, fabrics, and paint developed under the Agreement will be manufactured through Sanderson Design Group’s production network, including its Anstey site in Loughborough, Standfast & Barracks in Lancaster, and a trusted network of supplier partners. Products will be distributed internationally through the Group’s global network of interior designers, wholesale partners and omnichannel digital channels.

The Agreement demonstrates the strong value and capability of the Group’s vertically integrated structure, and the agility of its manufacturing operations and ability to capitalise on brand consolidation opportunities as they arise.

It also reinforces the Group’s strategic priorities to develop its portfolio of brands and leverage its UK manufacturing base. The manufacture of Designers Guild products will provide additional volumes through the Group’s UK manufacturing facilities alongside production of Sanderson Design Group’s existing brands and third-party customer brands.

The addition of Designers Guild is highly complementary to the Group’s existing portfolio of heritage and luxury brands. The partnership broadens the Group’s portfolio while leveraging its specialist design, manufacturing, sales and international distribution capabilities. The Group will immediately be replenishing existing best-sellers to fulfil demand, and an initial stock package will be available shortly on the trade site.

Founded in 1970, Designers Guild is a globally recognised luxury interiors brand, known for its distinctive use of colour, pattern and contemporary design across fabrics, wallpapers, and paint.

Lisa Montague, Chief Executive Officer of Sanderson Design Group, commented:

“As an internationally recognised brand with exceptional design heritage and a distinctive creative identity, Designers Guild makes an excellent addition to our portfolio of brands and a clear strategic fit with our business.

 “This Agreement also reflects the significant progress we have made in reshaping and strengthening the Group. The structural changes implemented across the business have created a more focused, resilient and international platform with the design expertise, specialist manufacturing and global distribution network to support and develop outstanding interiors brands. As the market continues to evolve and consolidate, we believe this positions the Group strongly to take advantage of opportunities as they arise.

“We look forward to leading the next chapter for the Designers Guild brand and presenting collections that remain true to its design heritage, delighting its established fan base as well as introducing new customers. Through our international network, we will extend its reach with customers around the world and unlock the global potential of the brand.”

Faye Atkins, Chief Commercial Officer at Dunelm, commented:

“Designers Guild remains one of the UK's most iconic home and lifestyle brands, with a rich heritage of creativity and design innovation. We're pleased to be continuing our support for the brand through this new partnership with Sanderson Design Group and look forward to working together to help ensure its distinctive design archive and brand heritage can continue to be enjoyed by customers for years to come.”

Enquiries:

Sanderson Design Group PLC Lisa Montague, Chief Executive Officer Mike Woodcock, Chief Financial Officer David Gracie, Company Secretary	via Vigo Consulting
Singer Capital Markets Sara Hale / Jen Boorer / James Todd	Tel: [phone]
Vigo Consulting Fiona Hetherington / Guy Scarborough / Joe Quinlan / Safia Colebrook	Tel: [phone] [e-mail]

The person responsible for releasing this announcement on behalf of the Company is Mike Woodcock, Chief Financial Officer of the Company.

About Sanderson Design Group

Sanderson Design Group PLC is a luxury interior furnishings company that designs, manufactures, and markets wallpapers, fabrics, and paints. In addition, the Company derives licensing income from the use of its designs on a wide range of products such as bed and bath collections, rugs, blinds, and

tableware.

Sanderson Design Group’s brands include Zoffany, Sanderson, Morris & Co., Harlequin, Clarke & Clarke, and Scion.

The Company has a strong UK manufacturing base comprising Anstey wallpaper factory in Loughborough and Standfast & Barracks, a fabric printing factory, in Lancaster. Both sites manufacture for the Company and for other wallpaper and fabric brands.

Sanderson Design Group employs approximately 500 people, and its products are sold worldwide. It

has showrooms in London, New York, and Chicago.

Sanderson Design Group trades on the AIM market of the London Stock Exchange under the ticker

symbol SDG.

For further information please visit: www.sandersondesign.group 

For investor news and updates, follow Sanderson Design Group on Investor Meet Company: www.investormeetcompany.com/companies/sanderson-design-group-plc

About Designers Guild

Founded in 1970 by Tricia Guild, a visionary creative whose bold use of colour, pattern and design helped redefine contemporary interiors, Designers Guild is one of the world’s most recognised and influential interior design brands. Renowned for its distinctive creative heritage and artistic approach, the brand has inspired generations of designers, homeowners, and design enthusiasts through original, expressive collections that celebrate creativity and individuality. With a rich archive spanning more than five decades, Designers Guild remains a design icon whose enduring influence continues to shape interiors around the world through a unique blend of innovation, craftsmanship and timeless design.

About Dunelm Group

Dunelm is the UK’s leading homewares retailer, with a purpose of helping to create the joy of truly feeling at home, now and for generations to come.

Serving millions of customers each year, Dunelm offers a specialist homewares proposition built on value, quality, choice and style. Its extensive range of predominantly own-brand products spans furniture, bedding, curtains, blinds, kitchenware, dining, lighting, outdoor living, decoration and DIY, alongside specialist services including Made-to-Measure window treatments.

Founded in 1979 as a market stall in Leicester, Dunelm has grown into a FTSE-250 business with 204 stores across the UK and Ireland. Customers can shop seamlessly through its omnichannel offer, which includes stores, home delivery, Click & Collect and the Dunelm App.

Today, Dunelm’s ambition is to build a deeper connection with customers through its long-term growth strategy, Winning Hearts & Homes, building on its strengths as a homewares specialist while creating seamless customer experiences and investing in the capabilities needed to support sustainable long-term growth.

The business is headquartered in Leicester and employs approximately 12,000 colleagues. It has been listed on the London Stock Exchange since 2006 (DNLM.L).

 

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