Partnerships are paying off for The Cotswold Company

Originally published by The Times

Tie-ups with John Lewis and Next helped The Cotswold Company outperform the struggling home and furniture market in the run-up to Christmas.

The brand, which sells English country-inspired furniture, launched third-party partnerships with the high street retail chains in November.

They contributed to strong sales growth over the Christmas trading period, according to the British business, while also introducing an increasing number of new customers.Sales rose 22 per cent to £19.9 million between October 28 and December 29, according to figures seen by The Times.

This was driven in part by the opening of showrooms, in Stamford and Bath.

The private equity-backed company said it outperformed the wider UK home and furniture market, which has struggled since the pandemic.

Ralph Tucker, who became chief executive of the retailer just before the pandemic, said the company was "very encouraged by our initial trading" with both Next and John Lewis.

"We are highly confident that these important strategic partnerships will contribute to future sales growth as well as introduce new consumers to our brand, strengthen brand loyalty, and inspire more people to switch to high-quality, made-to-last furniture."

John Lewis recently unveiled new homeware and furniture brands, including a line of pots and pans by the actor Stanley Tucci, in a move to rejuvenate its retail offering and lure shoppers from rivals Marks & Spencer.

The Cotswold Company, which was founded in 1996 in Bourton-on-the-Water, Gloucestershire, sells premium furniture and homewares that are "built to last". It is backed by True Capital and its founder, Kevin Johnson.

In the two months to the end of December, e-commerce sales were up 13 per cent year on year, representing 77 per cent of total sales in the period.Showroom sales rose 66 per cent, with like-for-like sales up 35 per cent.

The company has 10 UK showrooms.