About: Who are Swan?


Swan. We love what we do. With a strong British heritage dating back to the 1920s,
Swan understand that the kitchen is the heart of home life.

Our Story

The kitchen is the hub of activity and an integral part of home life.

It’s where delicious meals are made and memories are created over a cup of tea and slice of cake. Swan’s passion is to make dream on-trend kitchens a reality for our customers, by offering affordable iconic cookware and appliances collections that boast stylish design and outstanding performance. We are a lifestyle brand for everyday moments.

The ‘Swan Brand’ name was registered by Bulpitt & Sons Ltd., brass founders, in the early part of the 20th Century.


Bulpitt moved into electrical appliances.

Including kettles, irons, heaters, and steamers.


The first electric element kettle was produced!

Bulpitt pioneered the first electric element that could be immersed in water leading to a whole range of products based around their “immersion element”.


The first electric toaster.

The “8-30” toaster was one of the most efficient at the time.


No 1 UK Appliance Brand.


Purchased by Moulinex.

British and European manufacturers were under intense pressure from cheaper, Far East imports resulting in Swan Brand being acquired by French manufacturers, Moulinex. However Moulinex were also under the same pressure from cheaper imports and the company went bankrupt in 2001.


Purchased by Littlewoods.

Founded in Liverpool in 1923, the retail and football betting company was the largest private company in Europe by the 1980s and purchased Swan Brand in 2000.
In 2009, Swan Products Ltd. took over developing and marketing Swan with Littlewoods and formed a great partnership.


Brand licensed to Swan Products Ltd.

The fantastic partnership with Littlewoods continued until July 2017 when Swan Products Ltd. acquired the brand, returning it back to the original Swan employees who are passionate about the brand’s heritage.


Come Dine With Me Range

Available between 2011 and 2014, the CDWM range is one of the most unique ranges created by Swan. To set it apart, a mini version of the game was included in each box with score cards and blank menus to make it a fully authentic experience. Find out more here.


Launch of the Retro range.

A best-selling collection of kettles, toasters, pots, pans and appliances with classic retro designs inspired by the styles of the 50s, 60s, and 70s available in an array of colours.


Launch of Nordic.

A recognisably Scandi inspired collection, the Nordic range utilises soft wooden textures and neutral colours of Sweden, Norway, Denmark and Finland to truly transport the taste of Scandinavia into the home.


Fearne by Swan.

September 2017 saw the launch of Swan’s biggest and exciting new range, Fearne by Swan. This exclusive kitchen and cookware collaboration with the lovely Fearne Cotton was an exciting project to collaborate on and included everything from kettles and toasters to make the perfect breakfast, to a baker’s best friend, the Stand Mixer, that won a Your Home Award. See more with BTS here.


Launch of Eureka

Swan launched Eureka, a range of versatile vacuums with the latest technology to make cleaning your home as simple as can be.


Launch of Stealth.

Sleek, streamlined and stylish, the Swan Stealth range features top-level design, high performance and impressive functionality. This range was made for busy on-the-go people, fitness lovers and the health-conscious. Find out more here.


Re-shoot of Nordic with Lauren Saddington.

TikTok sensation, Lauren Saddington, joined us to model the Nordic products in all their glory for a refresh shoot of the whole range.


Lynsey Queen of Clean Range

Swan took inspiration from Lynsey’s eye-opening cleaning hacks and collaborated with her to produce a powerful and efficient range of new pretty in pink cleaning tools which include an easy-to-use handheld carpet cleaner, a light-weight cordless vacuum and handheld steam cleaner.

Coming in 2023…

Alexa Kettle.

In a world’s first, Swan created the first Alexa kettle.

Our Ambassadors

Lynsey Crombie

Lynsey has taken TV and social media by storm, with her no-nonsense advice on how to keep homes clean  – without sacrificing too much precious time. From initially reaching out to us on Instagram about our handheld clothes steamer, to collaborating on a fabulous and powerful (pink!) cleaning appliance range, Lynsey has been a part of our Swan family for # years.

Charlotte Greedy

Charlotte, aka missgreedyshome, grew a large community on Instagram sharing a DIY makeover of her home in Wales. More text here about her work with Swan… and her top two Swan products are our egg poacher and boiler and HyperClean cordless vacuum.

Lindsay Turford

Lindsay never misses with her cleaning hacks, household tricks, and energy saving tips over on her Instagram. More text here about her work with Swan…

Lauren Saddington

Our newest ambassador is TikTok sensation, Lauren Saddington. It all started off with Lauren’s love for our Retro pink kettle which she proudly showed off to her TikTok community. Flash forward to July 2022 and Lauren is the face of our Nordic refresh shoot. When she’s not showcasing all things Swan, you’ll find her dressed as a Disney Princess entertaining children’s parties or jumping on trends over on TikTok.

Swan is proud that each product is conceived and designed at its headquarters in the UK, backed up by a 160 strong support team including in-house designers, customer support team, and quality control.

Our Promise

What do we promise to deliver?


On trend

Design Led



Our Heritage

‘The Kettleworks’ in Birmingham, then and now

📍 Swan HQ: Stoke-on-Trent, United Kingdom

Meet the Swan Team

Scroll down here to read more about our fabulous Swan team with everyone from marketing to sales to customer service to directors! We really do have an incredible bunch of people in the team.

If you want to keep up to date with the team, BTS of meetings, and all things Swan, follow our LinkedIn page.

Afternoon Tea with… the Podcast

If you love a good podcast and want to hear stories from Swan BTS and catch up with your favourite influencers and people in business, our Afternoon Tea with podcast is a must-listen!

Check out all of the episodes so far on YouTube , Spotify, Apple, Google, Anchor FM, or Amazon NOW.