Wilton Carpets Commercial

What Wilton Carpets Commercial does

Wilton Carpets Commercial (legally The Wilton Carpet Factory Limited) is a privately held British manufacturer of commercial-grade carpets, producing bespoke Axminster, tufted, and Wilton woven carpets at its Wiltshire facility, where the company has continuously operated since 1699. The product portfolio spans the Rapide quick-turnaround range, the Ready to Weave semi-bespoke collection (503 designs), fully bespoke carpets with custom colourways and patterns (1,313+ designs), tufted ranges for hotel guestrooms and commercial corridors, Vignette rugs, and the Kit Kemp hand-tufted rug collection. Core technology is Axminster weaving (a technique in use since the 18th century) combined with an industry-standard 80% wool / 20% nylon yarn construction that delivers multi-colour pattern clarity and commercial durability; an in-house design studio handles specification work with architects and interior designers.

The company sells direct to commercial specifiers, interior designers, and venue operators through a project-based, quote-based model. Revenue is generated one-time per project from commercial carpet sales, with no public pricing or recurring SaaS-like streams. Primary customer verticals are hotels and hospitality, heritage and historic venues, entertainment and leisure (cinemas, bowling alleys, casinos, theatres, racecourses), pubs and bars (notably J D Wetherspoon as an approved supplier), public buildings, and places of worship. The company is ISO 9001 certified, exports to Australia, Europe, the Middle East, and the United States, and operates with a headcount of 51–100 employees. The 2023 £1.3 million capital injection from Lloyds Bank funded a high-speed loom upgrade replacing four narrow looms, signalling reinvestment in capacity and efficiency.

Name

Wilton Carpets Commercial

Legal name

The Wilton Carpet Factory Limited

Website

https://wiltoncarpets.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

51–100 employees

Short description

Wilton Carpets Commercial is a privately held British manufacturer of bespoke Axminster, tufted, and Wilton woven carpets, serving hotels, heritage venues, entertainment operators, public buildings, and places of worship with a 300-year continuous manufacturing heritage from its Wiltshire facility.

Ownership category

akta.pro rank

Product category

Commercial Carpet Manufacturing

NAICS

Carpet and Rug Mills (314110)

SIC

Carpets & Rugs (2273)

akta.pro primary industry

Woven Floor Coverings Manufacturing (Axminster/Wilton/Flatweave) (IMAOAJAF)

akta.pro secondary industries

Area Rug Manufacturing (IMAOAJAC), Broadloom Carpet Manufacturing (IMAOAJAA), Carpet Tile Manufacturing (Modular) (IMAOAJAB)

Keywords

• Commercial carpet manufacturing
• Woven axminster carpets
• Bespoke carpet design
• Hospitality flooring solutions
• Heritage carpet restoration

Headquarters

HQ city

Salisbury

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Commercial Carpet Sales: Wilton Carpets generates revenue through the manufacture and sale of commercial-grade carpets including bespoke woven axminster, tufted, and stock carpet products to commercial venues, hospitality businesses, heritage buildings, and public sector organisations.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Wilton Carpets Commercial manufactures and sells bespoke and stock woven axminster, tufted, and wilton carpets for commercial buildings. Products are constructed using an 80% wool, 20% nylon yarn blend and manufactured at the company's Wiltshire facility. The company serves hospitality, heritage, entertainment, public building, and worship sectors through direct sales to specifiers, designers, and venue operators, with supporting design, recolouring, and installation services.

Product overview

Wilton Carpets Commercial is a UK-based commercial carpet manufacturer offering a portfolio of woven and tufted carpet products. The core offerings include Rapide (stock and quick-delivery tufted and axminster ranges), Ready to Weave (semi-bespoke axminster with recolouring options), and fully Bespoke Carpets with custom colours and designs through an in-house studio. Supporting collections include Tufted Carpets, Vignette Rugs, and Kit Kemp Hand Tufted Rugs. The company utilises Axminster weaving technology (in-house since the 18th century) and offers the Flexiweave fast-turnaround bespoke service. A Carpet Finder online tool assists customers with product selection.

Differentiator

Problem solved

Functional benefit

Products and services

• Rapide Collection Tufted collection and swift-delivery axminster ranges with key price, quick turnaround carpets constructed in 80% wool, 20% nylon yarn. Some items are in stock for immediate despatch and others are woven to order with fast turnaround.
• Ready to Weave Semi-bespoke axminster range offering 503 commercial designs that can be recoloured within stock palettes without impacting cost or delivery time. Includes sub-collections such as Classical Dimensions, Contemporary Classics, Creations, Fractured Earth 2.0, Inscape, Jungle Pride, Serenity Book 1, The Tartan Collection, and Vienna.
• Bespoke Carpets Custom carpet design service where customers work with the in-house studio to create unique carpets with custom colours and quality specifications. Includes 1,313+ bespoke collection designs across Axminster collections such as Decadence, Ethereal, Fractured Earth, Kit Kemp, Mansion, Mosque, and Nordic Form.
• Tufted Carpets Tufted carpets featuring cool, contemporary, small-scale patterns designed for smaller spaces, hotel guestrooms, corridors, and commercial office areas. Constructed from 80% wool, 20% nylon yarn. 34 designs available across ranges including Berwick, Heritage, The Tailored Collection, Chesil, Hammam, Urban, Cabochon, Kingston, Portland, Eternity, Artefact, Havana, Essence, Isotope, Kinetic, and Melrose.
• Vignette Rugs Contemporary commercial rugs woven in enduring axminster construction.
• Kit Kemp Hand Tufted Rugs 100% wool hand-tufted rugs in a suite of boho-chic designs from the Kit Kemp collection.
• Flexiweave Bespoke Service Fast bespoke design service allowing specifiers to create bespoke designs using a selection of colours from a single palette with a 28-day turnaround.

Quantifiable outcome

• Carpet lasting 10-15 years with proper care, outperforming cheaper alternatives that require replacement within a few years

Named customers23 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor.

• Wetherspoon (J D Wetherspoon)minorStrategic or Co-development PartnerWilton Carpets is an approved supplier for J D Wetherspoon, having manufactured bespoke carpet for multiple Wetherspoon pubs including The Rose Salterne in Bideford and The Admiral Collingwood in Ilfracombe. Designs are commissioned in close collaboration with Wetherspoon's interior design team.
• Flooring Contractors (Various)minorImplementation/ SI/ Consulting PartnerWilton Carpets works with a network of independent flooring contractors for installation including Peter Newman Flooring, Spratlings Ltd, O'Gorman & Carey Flooring Contractors Ltd, Floor Furnishings Cardiff, Kendal Quality Carpets, Pocklington Carpets, Winders Carpets, and RJR Technical Services.
• Interior Design PracticesminorStrategic or Co-development PartnerWilton Carpets collaborates with various interior design practices and studios on bespoke projects, including Jane Clayton and Company, NPS Leeds, Arc Associates, Space I.D, and others who commission and develop carpet designs in partnership with Wilton's in-house design team.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ulster Carpets: Northern Ireland-based manufacturer of Axminster woven carpets for residential, hospitality, and commercial markets, with in-house design and export operations. Direct peer offering woven Axminster products to overlapping hospitality, leisure, and public-sector customers.
• Axminster Carpets: UK-based heritage manufacturer of Axminster woven carpets for residential and commercial markets, with in-house design and a broad stock-and-bespoke range. Direct competitor to Wilton Carpets in the Axminster weaving category, particularly in UK hospitality and heritage segments.
• Cormar Carpets: UK-based manufacturer of wool-loop and easy-clean tufted carpets for residential and contract markets. Comparable as a UK-based wool-rich carpet mill serving independent retailers and contract customers with similar product economics.
• Brockway Carpets: UK-based manufacturer of wool-rich tufted carpets for residential and commercial markets. Comparable as a UK-based wool-blend carpet producer serving UK commercial and contract channels with overlapping customer profiles.
• Brintons: British commercial carpet manufacturer specialising in woven Axminster and Wilton carpets for aviation, hospitality, cruise, and commercial interiors. Closest direct peer to Wilton Carpets in commercial woven Axminster, with broader international reach and a longer heritage in global hospitality fit-outs.
• Victoria Carpets: UK-based heritage manufacturer of tufted carpets and rugs with a focus on wool-rich construction and branded ranges. Comparable as a UK heritage wool-rich carpet brand with overlapping product mix (carpets and rugs) and similar craft-based positioning.

Broad incumbents

• Shaw Industries: US-headquartered global carpet manufacturer (broadloom and modular) and subsidiary of Berkshire Hathaway, serving residential and commercial markets worldwide. Comparable as a large-scale broad incumbent competing across all commercial carpet categories including hospitality.
• Interface: Global manufacturer of modular carpet tiles and resilient flooring for commercial interiors, with a strong sustainability positioning. Comparable as a broader commercial carpet incumbent competing for the same commercial project budgets, particularly on carpet tile solutions in offices and large venues.
• Mohawk Industries: Largest US-based flooring manufacturer with broad carpet, ceramic, and hard surface portfolios spanning residential and commercial channels. Comparable as a broad incumbent setting competitive price benchmarks and competing on scale in commercial specification work.
• Tarkett: France-headquartered global flooring manufacturer offering carpet, vinyl, wood and sports surfaces for commercial and residential markets. Comparable as a broad incumbent with commercial carpet products competing for the same hospitality, leisure, and public-sector specification budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/WiltonCarpets
• YouTubeyoutube.com/channel/UClf86j8Lne7DvlrStupM-NQ
• Facebookfacebook.com/wiltoncarpets
• LinkedInuk.linkedin.com/company/wilton-carpets-factory-ltd
• Instagraminstagram.com/wilton_carpets

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wilton Carpets Commercial