Coeur de Lion extends market reach

The brand has recently launched its latest collection in the Amber Centre based in St Christopher’s Place, London. The Amber Centre is an established jeweller that has been trading for nearly 20 years.

In February 2013, Swag UK launched Coeur de Lion initially in the Bromley, Croydon and Watford branches. From June, Swag UK is expanding and launching the German jewellery range in all six of its stores, including Kingston, Staines and Bluewater.

Swag UK is a family business that was founded in Kingston over 39 years ago. Today, it has shops all around the Greater London area.

Coeur de Lion has also been launched in the family jewellery business Neil & Barker, based in Widnes. Neil & Barker Jewellers was established in 1964 by the Sexton family, and today the store is managed by Allison and Michael Aldridge – Allison is the daughter of the founder.

Peter O’Loughlin, UK agent for Coeur de Lion and managing director of P&A Agencies Ltd, said: “We hope the expansion in these stockists will help to develop the brand’s profile and we are very excited to be working with these established stores.”