Swaine Reaction: Swaine's Carine de Koenigswarter Wisdom
The British heritage brand now known simply as Swaine has undergone a major transformation. The Chief Executive, Carine de Koenigswarter, takes us behind the scenes.
There was the customary holding of breath when Chargeurs, the French conglomerate, bought the dinky but respected British heritage brand then known as Swaine Adeney Brigg. Customary because there is always a sense of snobbish scepticism when interlopers take charge of beloved institutions, as was seen with Huntsman when it was bought by Pierre Lagrange. Boy, how things have moved fast. The brand has been reforged as Swaine, and while the name has shrunk, its retail space has not. In fact, the blink- and-you’ll-miss-it space in Piccadilly Arcade is no more, and Swaine have a new, gargantuan, multi-floored flagship on Bond Street in Mayfair, with a workshop in the basement, as well as a smaller boutique in Burlington Arcade. Big, bold strategies such as these need confident leadership, and Swaine have it in their Chief Executive, Carine de Koenigswarter. The Rake spoke to Carine to understand her values and business philosophy, and what lies in store for the brand.
As the slogan goes, ‘just do it’. I prefer to take action and risk mistakes rather than miss opportunities.
I am not the type to enjoy constant social engagements or parties.
Instead I dedicate my time to my team, ensuring they have the support and guidance they need. Whenever I have a spare moment, I use it to answer their questions, share updates on our successes, and provide direction. This hands-on approach allows me to make well-informed decisions and ensures the smooth operation of our business.
I often tell my close collaborators that their most challenging task is to provide me with just the right amount of information — enough for me to make informed decisions but not so much that it becomes overwhelming.
My job is to transform this information into actionable steps.
As the slogan goes, ‘just do it’. I prefer to take action and risk mistakes rather than miss opportunities. For me, it’s about speed and execution, ensuring we never miss the game. While networking is valuable, the real work happens within the team and through understanding the business inside out.
Hard work alone isn’t enough if you lack attention to detail and a sense of timing. Without these, you risk ending up exhausted rather than achieving excellence. It’s essential to question ourselves daily on how we can improve, even in the slightest ways, asking, What could be done better?
Our commitment to bespoke masterpieces and excellent craftsmanship means that nothing in our products can be rushed or left to chance. Our reputation is at stake, and we cannot afford to disappoint our customers. The speed of execution is when we respond to them, ensuring their needs are met promptly; the attention to detail is when we craft for them, ensuring that we maintain the highest levels of quality.
Our core values — respect, excellence, and delighting customers — are the foundation of everything we do. While other aspects of the business can evolve, these values remain constant. To embody these values, we installed our workshop in the basement of our flagship store, showcasing our craftsmanship and amazing our customers. This set-up not only highlights the skill and dedication of our artisans but also keeps them at the core of the company.
Swaine have been a cornerstone of the gentleman’s world since 1750. Today they embrace modernity while staying true to their heritage, ensuring their good taste endures for the contemporary gentleman.
My golden rule is to be curious. Embrace new worlds, meet new people, develop a taste for discovery.
I maintain direct contact with our artisans, treating them as equals to any head within our company. Their involvement in our daily operations ensures that our products are crafted with dedication and passion, which our customers can feel.
We are fortunate to align naturally with the trend of quiet luxury and discreet branding. This fits perfectly with our ethos of understated elegance. Our longstanding relationship with the film industry, a significant cultural influencer, also sets us apart and keeps us relevant.
Swaine, like Chargeurs, the holding group it belongs to, embodies an entrepreneurial spirit. This means that everyone can make a positive impact and contribute to the project’s success. Everyone within the company has direct access to me and can propose ideas that will make a difference. I don’t claim ownership of all our initiatives, but I empower our team and provide the means for them to succeed. This approach may not suit everyone, as some people prefer clear job descriptions and repetitive tasks with defined lines of responsibility. However, at Swaine, you can be part of the change. We work in project mode, allowing even those not specifically dedicated to a task to lead a project. This culture has attracted fantastic talent and enabled us to develop the brand at an impressive speed.
My golden rule is to be curious. I believe curiosity leads to everything and is one of the most important values. It embodies a positive, humble and courageous attitude, as it requires stepping out of your comfort zone without prejudice and showing genuine interest in others rather than ourselves. Embrace new worlds, meet new people and culture, and develop a taste for discovery — this can be a game changer in both business and life. In an age where the individual is idolised, curiosity stands out as a rare and invaluable trait. In our business, being curious helps you get inspired, understand the strengths and weaknesses of your team, meet new talent and better understand your customers’ needs. It drives the creation of new products and opens up possibilities for innovation. Embracing the world and its diverse cultures fuels growth and keeps our approach fresh and dynamic.
While storytelling has been a key marketing tool, its role in the luxury industry is changing. Consumers today are more discerning and value authenticity over superficial narratives. They no longer seek social status through big logos but value genuine quality and history. Authenticity is crucial, and at Swaine we aim to remain niche and serve our clients with the utmost dedication, ensuring every product carries a meaningful story.
Collaborations with major movie studios have been central to our expansion strategy since our inception. Projects like our recent collaboration with Disney for Indiana Jones are just the beginning. We plan to take future partnerships to the next level, as we continually strive to push boundaries.
Visitors to the Swaine store on New Bond Street in Mayfair will discover the modern sophistication that now helps define the brand.
