Partnership Overview
 

• Licensor: Sarah Ellison

• Licensee: James Dunlop Group

• Product Category: Premium Upholstery and Decorative Textiles

• Extension Type: Licensed co-designed products

• Territory: Global

• Launch Year: 2026

• Launch Location: Sydney, AUS

• Brand Shout's Role:

  • Licensing strategy

  • Licensee acquisition

  • Commercial negotiations

  • Contract and licensing deal structure

​

The Opportunity

Sarah Ellison has established a distinctive position in contemporary furniture and interiors, recognised internationally for her sculptural forms, confident use of colour and modern interpretations of nostalgic design.

​

The opportunity existed to extend Sarah’s design language into interior textiles, introducing a new product category that could reach beyond her existing furniture collections and into the wider interior design and furnishings market.

​

James Dunlop Textiles, an established Australasian textile company with more than a century of industry experience, offered the technical expertise, product development capabilities and international distribution network to support this expansion.

​

Brand Shout facilitated the licensing partnership, managing commercial negotiations and deal structure to establish a long-term, multi-collection collaboration between Sarah Ellison and James Dunlop Textiles.

​

The Collection

​

The first release from Sarah Ellison by James Dunlop introduces HOMAGE, a luxurious, deep-pile faux mohair upholstery textile available in 20 colours.

​

The development of HOMAGE involved an extensive process of colour exploration, refinement and technical testing. Sarah worked closely with Annie Moir, Creative Director at James Dunlop Textiles, to develop a carefully curated palette that reflects Sarah’s distinctive aesthetic while meeting the practical demands of contemporary upholstery.

​

Beyond colour, the collaboration placed equal emphasis on the textile’s performance, durability and tactile qualities. Balancing technical requirements with the desired softness, texture and visual depth was central to the development process, ensuring HOMAGE delivers both a compelling sensory experience and the functionality required for everyday use.

​

Homage represents the first of two major releases from the partnership.

​

In 2027, Sarah Ellison and James Dunlop Textiles will introduce a second, standalone collection featuring an entirely new range of Sarah Ellison-designed decorative prints, weaves and textures.

​

Together, the two releases establish a broader textile offering under the Sarah Ellison by James Dunlop collaboration, extending the designer’s creative vision across both upholstery and decorative interior fabrics.

Available now worldwide.

​​​