Furnishings group Sanderson Design Group PLC has announced a newly signed licensing agreement, in which J Sainsbury’s Habitat brand will create a range of tableware and kitchen products based on Sanderson’s National Trust collection of fabrics.
Sanderson launched the collection in collaboration with the National Trust in 2020 since which time it has become one of the Sanderson brand’s best-selling collections. Featuring prints inspired by landscapes and nature cared for by the National Trust, the collection shines a light on the beauty of nature and makes an important financial contribution to the conservation charity.
Since launch, Sanderson has contributed more than £270,000 to the National Trust, assisting in the ongoing care of the 500 places it looks after.
Under the new three-way agreement, Habitat has acquired the rights to use the collection’s fabric designs to create tableware and kitchen accessories including mugs, dinnerware, tablecloths, napkins, placemats, tea towels, aprons and other products, which will be branded Habitat x Sanderson & National Trust.
The agreement covers the UK and Northern Ireland, and the first tableware and kitchen products will be launched in the spring of 2025. The Company will receive a royalty on Habitat’s sales, which will be shared with the National Trust to further support their work in line with the Company’s Live Beautiful strategy.
Christine Kasoulis, Sainsbury’s Director of Clothing, Home and Furniture said: “Creating thoughtfully designed, great quality products at affordable prices has always been important to Habitat and we are constantly looking for new ways to give our customers more choice whenever they shop with us. We are delighted to broaden our portfolio with the iconic Sanderson brand and we are certain customers will love the beautiful tableware and kitchen collections featuring Sanderson’s timeless National Trust fabrics.”
Becky Stanford, Head of Brand Licensing for the National Trust, commented: “We are thrilled to be working with Sanderson, Habitat and Sainsbury’s on a new collection inspired by the homes, gardens and fenlands that we look after. So far ‘A celebration of the National Trust by Sanderson’ has raised considerable support for our conservation efforts and we are thrilled to work with new major retailers to continue to bring the work of the National Trust, and the beauty of the places we care for, to the attention of more people. The contributions made through sales from the collection will allow us to ensure these places are available for people and nature to thrive for many years to come.”
Lisa Montague, Sanderson Design Group’s Chief Executive Officer, said: “Sanderson’s National Trust collection has been a very successful collaboration and one of the Sanderson brand’s best-selling collections during the past three years. This exciting new agreement with Habitat will see the designs transferred to a range of tableware and kitchen products, which will again highlight the shared appreciation of nature of Sanderson and the National Trust.”
