The name ‘Wild Swans’ comes from the fairytale ‘The Wild Swans’, by Hans Christian Andersen. It perfectly describes our range of Designers as well as our customers – Beautiful, strong, and gracious with a bit of an edge. We sell Scandinavian Fashion and Beauty, and our brands are proudly 95% Scandinavian.

Our Wild Swans boutique is located in Chiswick, which has a lovely, village feel despite being in central London. The shop feels vibrant whilst emanating contemporary Scandinavian calm, style, and sensibility.

We always want to ensure our customers feel comfortable when they come through our doors. For us, creating a relaxing and welcoming atmosphere in our store or online is as important as bringing you the most exciting selection of Scandi designers, crafting beautifully made, high quality styles. Prosecco is always served at the weekend and we welcome all members of the family, including furry friends.

Wild Swans offer individual, personal styling. The selection of labels is constantly evolving. Caroline mixes up and coming designers with the more established ones and is constantly adding new designers that are not represented in the UK and are exclusive to Wild Swans

Caroline van Luthje is Danish and very proud to be so.

Before leaving Copenhagen Caroline was head of Metronome Productions Commercials (Scandinavia’s second largest production company). After arriving in London, she spent eight years as a freelance producer in commercials and developed feature films.

Caroline is a very positive, detail focused person. Wild Swans reflects her passion and attention to detail, warm, personal service and styling.

It is very important for her that Wild Swans stands out and offers all the things she misses as a ‘shopper’. Caroline and ‘The Swans Team’ are constantly evolving the experience at Wild Swans.