Press Svenskt Tenn

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For press loans, login information to access the image bank and other inquiries, please contact Svenskt Tenn's press assistant. For interviews and photo shoots in and outside the store, please contact Svenskt Tenn's press manager.


Moa Konow Hoffman

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Elin Lervik

Press Manager
Japanese Magnolia GP & J Baker Svenskt Tenn

Svenskt Tenn launches Japanese Magnolia from GP & J Baker

Svenskt Tenn has collaborated with fabric company GP & J Baker since the 1930s. Now Svenskt Tenn has an opportunity to revive William Turner’s Japanese Magnolia print from GP & J Baker’s archives. The print was designed in 1917 and has likely not been in production since then.

Svenskt Tenn’s founder Estrid Ericson began collaborating with the British fabric company GP & J Baker back in the 1930s. Since then, Svenskt Tenn has had the exclusive rights to sell selected historical GP & J Baker prints. After searching through GP & J Baker’s historical archives, Svenskt Tenn has been granted the exclusive rights to launch the Japanese Magnolia print from 1917.

“It was Josef Frank who first introduced Estrid Ericson to the magical world of GP & J Baker. As with Fornasetti, Svenskt Tenn has shared a unique collaboration with GP & J Baker since the 1930s where we still have the exclusive rights to certain colour combinations and prints. When we had the opportunity to explore their archives we found an incredibly beautiful fabric by William Turner – Japanese Magnolia, which we are launching in connection with our spring exhibition,” says Thommy Bindefeld, marketing and creative director at Svenskt Tenn.

The exhibition has been named after Turner’s Japanese Magnolia print, which is also the theme of the exhibition. The entire collection is presented in an environment inspired by a patio.

In conjunction with the exhibition, a brand new glass pot designed by multi-artist Eric Ericson is also being launched. The pot is produced at Skrufs Glasbruk in Småland out of recycled glass. The new pot is called Fucus, Blue bar in Latin.

Japanese Magnolia will be available by the metre in different thread counts and launched as a tray, pillow and hard placemat.

Traditionally, Svenskt Tenn usually opens a spring exhibition this time of the year. Due to the prevailing situation in our world the exhibition, Japanese Magnolia, will instead be extended until August 12 to give more people the opportunity to visit the exhibition. As always the products will be available both in the shop at Strandvägen 5 as well online at

The story of GP & J Baker and Svenskt Tenn
The British fabric design company, GP & J Baker, was founded by brothers George Percival and James Baker in 1884. Together with their father, they travelled around Asia buying prints, fabrics, sketches and thousands of pattern books. More than a century of collecting resulted in one of the largest privately owned fabric archives in the world, where many of the motifs are based on English chintz and block prints from the 1800s. In 1982, GP & J Baker was made a holder of Her Majesty The Queen’s Royal Warrant and to this day is considered to be one of the world’s most innovative companies within fabric design. Svenskt Tenn became one of GP & J Baker’s first customers in Sweden after Josef Frank was inspired by their prints and introduced Svenskt Tenn’s founder Estrid Ericson to the company in the 1930s. It was important for her that customers gained exclusive access to the items that were marketed and she entered into an agreement with GP & J Baker to obtain the exclusive rights on selected prints. Since then, a number of their fabrics and colour combinations have been sold exclusively at Svenskt Tenn.

For more information, contact:
Elin Lervik, press manager, Svenskt Tenn: +46 (0)760-12 88 00,
Thommy Bindefeld, marketing and creative director, Svenskt Tenn: +46 (0)8-670 16 02,

Svenskt Tenn launches porcelain series Dé, designed by international fashion designer Ann Demeulemeester

The legendary fashion designer Ann Demeulemeester, together with producer Serax, has created the porcelain series Dé where her signature play of shadow and light are formed by hand-painted streaks in varying shades of black and red. The porcelain will be launched and sold at Svenskt Tenn, which initially has the exclusive rights in Sweden.

Belgian designer Ann Demeulemeester's eponymous fashion brand is seen as one of the world's most influential in the industry. During her career, she has distinguished herself by a highly unique and recognisable style, inspired by her muse Patti Smith. In 2014, Demeulemeester left the fashion world, moved to the country and began studying old-fashioned techniques to sculpt porcelain and mix glazes. The Dé porcelain series reflects the extraordinary play between light and shadow that is so characteristic of Demeulemeester's innovative fashion creations. Her porcelain is hand-painted in several layers, resulting in each object being one-of-a-kind.

“The Dé porcelain series adds a contemporary aesthetic to Svenskt Tenn's range with both the colours and the craftsmanlike production fitting in well and we will be presenting it with Josef Frank's classic Under the Equator print. We are launching the collection in a magnificent, colourful table setting at the store and will also sell the porcelain online,” says Thommy Bindefeld, marketing manager and creative director at Svenskt Tenn.

The Dé porcelain series will be on sale in the store and online as of February 21, 2020.
Prices: small plates from 400 kr, dinner plates from 600 kr, bowls in different sizes 200 kr – 680 kr,
cup 260 kr, glas from 160 kr.

About Antwerp Six
Ann Demeulemeester is one of the Antwerp Six, a group of six designers who graduated from Antwerp’s Royal Academy of Fine Arts in the early 1980s. In addition to Demeulemeester, the group includes Dries Van Noten, Walter Van Beirendonck, Dirk Van Saene, Dirk Bikkembergs and Marina Yee.

For more information contact:
Elin Lervik, press manager, Svenskt Tenn: +46 760 12 88 00,
Thommy Bindefeld, marketing manager, Svenskt Tenn: +46 8 670 16 02,

Svenskt Tenn is an interior design company with a store on Strandvägen in Stockholm and a shop online. Since 1975, Svenskt Tenn has been owned by the Kjell and Märta Beijer Foundation, which gives large grants to research and also helps to promote Swedish interior furnishings and design.

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