Swaine is set to expand internationally to meet the growing demand for quiet luxury.
Adding to its London flagship in New Bond Street, the brand is joining UK department store Harrods. A dedicated corner within the luxury menswear collection showcases its three iconic lines: leather goods, umbrellas and hats.
Swaine, a symbol of British luxury since 1750, is continuing its international expansion, starting this Summer with a corner at the prestigious Hotel Palace in Montreux, Switzerland.
And in Autumn 2025, Swaine will reach a new milestone by opening its first US location in Beverly Hills, at the heart of Los Angeles' luxury district.
 |
| Swaine's London flagship store |
The US represents Swaine’s largest and most dynamic market and is a major driver of growth and brand influence. This opening also reinforces the brand’s deep connection with the film industry, just steps from Hollywood. The boutique will feature an exclusive selection that blends iconic on-screen pieces, timeless classics, bespoke offerings and a capsule collection of small leather goods available only in Los Angeles.
In addition to these openings, Swaine has launched a series of trunk shows. The first took place in Monaco in September, followed by a second edition in February 2026 at Badrutt’s Palace in St Moritz.
Carine de Koenigswarter, President of Personal Goods at Swaine's Paris-based owner Compagnie Chargeurs Invest, said: “Swaine’s development is part of a long-term investment strategy. Over the past few years, Swaine has strengthened its offering for women, men, the home and the art of living. In parallel, the establishment of new workshops in England has reinforced its exceptional craftsmanship and its ability to showcase the finest materials in leather goods, hats and accessories.”
 |
| Swaine's London flagship store |
A lifestyle brand
Reflecting the spirit of Swaine’s reinvention as a lifestyle brand, this targeted expansion is “cost-conscious and not driven by a race for scale. Rather, it embodies a meticulous approach, offering high-quality touch-points dedicated to serving our clients”, de Koenigswarter said.
“The trunk shows we are launching will extend the experience of our flagship store – a privileged encounter with bespoke craftsmanship, even far from New Bond Street.
“This commercial strategy is designed to leverage the very specific interest of affluent consumers in quiet luxury brands – those that are discreet rather than ostentatious, valued for their creativity, authenticity and exceptional quality."
The invitation-only trunk shows offer an immersive experience into the world of Swaine, presenting made-to-measure pieces to international clients and partners.
About Compagnie Chargeurs Invest
Compagnie Chargeurs Invest is a mixed industrial and financial company with a role as an operator and developer of global champions in industry and services, and as an investor with a culture of active portfolio management of high value-added businesses. Present in nearly 100 countries with around 2,600 employees, Compagnie Chargeurs Invest relies on the long-term commitment of Groupe Familial Fribourg, a committed controlling shareholder, and on its portfolio of assets, to meet the major challenges of its markets. Compagnie Chargeurs Invest achieved revenues of €729.6 million in 2024.
