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

Wild Swans boutiques are located in Chiswick and Islington. Both Chiswick and Islington have a village feel, which is hard to find in central London. The shops emanate Scandinavian calm, style and sensibility.

Caroline (who is Danish) always make a real effort to ensure that they make their customers feel comfortable. It’s very much about creating a relaxing and welcoming atmosphere to shop in. Champagne is always served at the weekend and toys are provided for children.

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.