Fired Earth
Fired Earth is a UK premium tile and paint retailer serving residential homeowners, trade professionals, and commercial projects with handmade tiles, designer collaborations, and a tiered trade programme via e-commerce and franchise showrooms.
- Company typePrivate
- Founded1983
- HeadquartersBanbury, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Fired Earth does
Fired Earth is a UK-based premium tile and paint retailer founded in 1983 in Oxfordshire, curating handmade and high-quality tiles (porcelain, ceramic, marble, terracotta, slate, stone, zellige, limestone, terrazzo, glass) and complementary paint and home products. The company serves three primary customer groups: residential homeowners undertaking renovation projects, trade professionals (designers, contractors, architects, specifiers) through a three-tier Silver/Gold/Platinum trade programme with personalised discounts, and commercial projects in hospitality, retail, and real estate (with named customers including Arbequina, Cotswold Company, Mozart Concierge, Dart's Farm, Plankbridge, and Luxuria Developments). Its value proposition rests on 40+ years of sourcing relationships with artisan makers and historic quarries, combined with exclusive design collaborations with five named designers (Bert & May, Nina Campbell, Neisha Crosland, Kelly Hoppen, Designers Guild).
Fired Earth firmographics
Firmographics- Name
- Fired Earth
- Legal name
- Fired Earth
- Website
- https://firedearth.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Fired Earth is a UK premium tile and paint retailer serving residential homeowners, trade professionals, and commercial projects with handmade tiles, designer collaborations, and a tiered trade programme via e-commerce and franchise showrooms.
- Ownership category
- akta.pro rank
Fired Earth industry classification
Industry- Product category
- Tile and Paint Retail
- NAICS
- Building Material and Garden Equipment and Supplies Dealers (444), Home Centers (444110)
- SIC
- Retail-Building Materials, Hardware, Garden Supply (5200), Cut Stone & Stone Products (3281), Structural Clay Products (3250)
- akta.pro primary industry
- Workplace/Jobsite Supplies Retail (Site Consumables, Tarps, Ropes, Chains) (CRAIADAN)
- akta.pro secondary industry
- Landscape Construction & Hardscaping (Patios, Retaining Walls, Outdoor Structures) (IMAIAIAE)
Keywords
Where Fired Earth is headquartered
LocationHeadquarters
- HQ city
- Banbury
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Fired Earth business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales
Revenue model
- Tile and Paint Product Sales: Fired Earth generates revenue through the sale of wall tiles, floor tiles, bathroom tiles, kitchen tiles, paint, and bathroom products. Products are sold directly through the company's e-commerce website and through franchise partner showrooms. Pricing is unit-based (per square meter), with trade customers receiving exclusive discounts based on their tier level.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing per square meter |
| Unit Pricing | Monthly | Trade Programme with Silver, Gold and Platinum tiers |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Fired Earth product offering
Product offeringCore offering
Fired Earth is a UK-based retailer specializing in premium wall tiles, floor tiles, decorative paint, and bathroom tiles, with a curated assortment of handmade and high-quality products sourced from artisan makers and historic quarries worldwide. The brand offers exclusive designer collaborations with Bert & May, Nina Campbell, Neisha Crosland, Kelly Hoppen, and Designers Guild, and serves both residential homeowners via direct e-commerce and trade professionals through a dedicated three-tier trade programme with personalized discounts, free sample allowances, and dedicated support.
Product overview
Fired Earth is a UK tile and home interiors retailer offering a curated portfolio of handmade and high-quality tiles, paint, and bathroom products. The company operates as a single-brand, multi-category offering built around its core tile and paint portfolio. The product range is organized around four primary categories: Wall Tiles (including Kitchen Wall Tiles, Bathroom Wall Tiles, and Splashback Tiles), Floor Tiles (including Bathroom Floor Tiles, Kitchen Floor Tiles, and Outdoor Floor Tiles), Paint (wall and ceiling paint with featured collections), and Bathroom Collections. The company also offers designer collaborations with Bert & May, Nina Campbell, Neisha Crosland, Kelly Hoppen, and Designers Guild. In December 2025, Fired Earth was acquired by Topps Tiles out of administration, acquiring the brand, IP, website, and approximately £2.5 million of stock for approximately £3 million. The company operates primarily online with partner showrooms across the UK, and offers a Trade Programme for trade professionals with three tiers (Silver, Gold, and Platinum).
Differentiator
Problem solved
Functional benefit
Brands
- Bert & May: Designer collaboration featuring reclaimed charm and raw, tactile finishes
- Nina Campbell
- Neisha Crosland
- Kelly Hoppen
- Designers Guild
Products and services
- Wall Tiles Fired Earth's primary wall tile range offering products in porcelain, ceramic, marble, terracotta, slate, stone, zellige, limestone, terrazzo, and glass materials. Available in patterned, metro, herringbone, hexagon, mosaic, kit kat, and finishing pieces formats, organised by area (kitchen wall, bathroom wall, splashback, fireplace, living room, outdoor wall, shower wall), colour, material, style, and shape. Kitchen wall tiles priced approximately £47/m² to £133.91/m², bathroom wall tiles from £47.66/m² to £405.65/m², and splashback tiles from £22.06/m² to £478.17/m².
- Floor Tiles Premium floor tiles for bathrooms, kitchens, hallways, living rooms, outdoor spaces, swimming pools, and wet rooms in porcelain, ceramic, marble, terracotta, slate, stone, zellige, limestone, and terrazzo materials. Available in patterned, Victorian, Moroccan, wood-effect, marble-effect, stone-effect, and handmade styles across mosaic, metro, herringbone, hexagon, and kit kat shapes.
- Paint Wall and ceiling paint available in curated colour palettes including whites, creams, neutrals, yellows, oranges, greens, reds, pinks, purples, blues, and dark tones. Featured collections include Cream & Neutral Paint, Earthy Tone Paint, and Shoreline Paint, designed to complement the Fired Earth tile range.
- Trade Programme B2B service offering personalised trade discounts, free sample allowances, and dedicated business accounts for trade professionals including interior designers, contractors, and commercial procurement teams. Structured as a three-tier programme (Silver, Gold, Platinum) with quarterly tier reviews and bulk volume discounting for large-scale projects. Higher tiers receive enhanced discounts and increased free monthly sample allowances.
- Designer Tile Collections Exclusive tile collections co-developed with leading designers and brands available across wall and floor tile ranges. Includes Bert & May (reclaimed charm and tactile finishes such as Alalpardo Porcelain at £73.75/m²), Nina Campbell (classic elegance including the Rivage range with glazed wall tiles in ivory, ochre, olive, indigo, and aqua at £72.00/m²), Neisha Crosland (signature geometric patterns), Kelly Hoppen (Perfect Neutrals range in warm grey, light grey, beige, taupe, and black), and Designers Guild (vibrant layered palettes exploring pattern, colour, and form).
Companies that use Fired Earth
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles2 records
Fired Earth technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Fired Earth partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Bert & MaycoreBert & May is a designer brand known for reclaimed charm and raw, tactile finishes. Fired Earth collaborates with Bert & May on exclusive tile collections, including the Alalpardo Porcelain Tile range, bringing unique, characterful products to the Fired Earth collection.
- Nina CampbellcoreNina Campbell is an established interior designer known for classic elegance. Fired Earth collaborates on exclusive tile collections including the Rivage, La Moulade, Cochin, Goa, and Udaipur tile ranges, offering sophisticated design options.
- Neisha CroslandcoreNeisha Crosland is a respected designer known for signature geometrics. Fired Earth collaborates on exclusive tile collections featuring distinctive patterns and designs rooted in the Fired Earth aesthetic.
- Kelly HoppencoreKelly Hoppen is a renowned designer known for sleek, understated style and calm sophistication. Fired Earth collaborated on collections including the Perfect Neutrals range, bringing her signature aesthetic to the tile collection.
- Designers GuildcoreDesigners Guild is a leading interiors brand known for vibrant, layered palettes. Fired Earth collaborates on collections that explore pattern, colour, and form in fresh yet enduring ways.
- WestexminorWestex partnership allows Fired Earth to offer luxurious carpets that complement their tiles and paints, creating cohesive interior solutions.
- Wax LyricalminorWax Lyrical provides exceptional scents that complement the Fired Earth home aesthetic, adding another dimension to the brand's home offerings.
- Marks & Spencer (M&S)minorPartnership with M&S allows Fired Earth to offer trusted home accessories that work in harmony with their tiles, paints, and bathrooms.
- Topps TilescoreTopps Tiles acquired the Fired Earth brand, intellectual property, website, and approximately £2.5 million worth of stock out of administration for approximately £3 million in December 2025. The acquisition is described as a significant opportunity to strengthen digital presence and add a premium brand to the customer offering.
- Aztec Tiles (Bromsgrove Franchise)minorAztec Tiles operates a Fired Earth franchise in Bromsgrove, representing the only luxury tile franchise between Oxford and Manchester. The franchise opened on Sherwood Road's Aston Fields Industrial Estate under company boss James Sirett.
- John TrusloveminorCommercial property agent who facilitated the five-year lease for Aztec Tiles' Fired Earth franchise location in Bromsgrove.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Fired Earth competitors and assessment
Company assessmentDirect peers
- Topps Tiles: LSE-listed UK tile retailer and the acquirer of Fired Earth in December 2025. Operates ~300 UK stores focused on value-led mass-market tile sales; highly comparable as a UK tile retailer with national physical retail and trade presence, though positioned at a lower price tier than Fired Earth.
- Walls and Floors: Large UK online tile and flooring retailer with a broad catalogue across materials and price points. Comparable to Fired Earth as a UK tile e-commerce competitor serving both retail and trade customers across wall and floor categories.
- Mandarin Stone: UK specialist in natural stone and premium porcelain tiles with a network of showrooms and a strong trade offering. Closely comparable to Fired Earth on premium positioning, multi-material tile range, and trade/designer customer focus.
- Original Style: UK-based designer and manufacturer of decorative and architectural tiles with a heritage brand and showrooms. Directly comparable to Fired Earth on premium tile positioning, designer-led collections, and UK residential/commercial customer base.
- CTD Tiles: UK tile specialist retailer with a national branch network and trade account programme. Comparable to Fired Earth on UK tile retail, trade programme structure, and multi-branch physical distribution model.
- Tile Giant: UK high-street tile and bathroom retailer with multiple showrooms and a trade offering. Comparable to Fired Earth as a domestic tile retailer targeting both DIY consumers and trade customers across wall, floor and bathroom ranges.
- Porcelain Superstore: UK online-first tile retailer specialising in porcelain, ceramic and large-format tiles. Comparable to Fired Earth on premium online tile retail, design-led merchandising, and UK residential renovation customer.
Broad incumbents
- Wickes: UK home improvement retailer listed on the LSE with kitchens, bathrooms, tiling and trade services. Comparable to Fired Earth as a UK home-improvement incumbent serving both DIY consumers and trade customers with tile and paint ranges.
- B&Q: UK's largest home improvement and DIY retailer, owned by Kingfisher plc. Comparable to Fired Earth as a broad home-improvement incumbent selling tiles, paint and bathroom products to UK consumers and tradespeople.
Emerging players
- Victoria Plum: UK online bathroom retailer offering tiles, sanitaryware and bathroom suites. Comparable to Fired Earth as a digital-first UK retailer in adjacent bathroom interiors categories with overlapping customer purchase occasions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Fired Earth social profiles
Digital presenceFired Earth financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fired Earth leadership team
Management profileNumber of profiles
Fired Earth funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fired Earth M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fired Earth
What does Fired Earth do?
Fired Earth is a UK-based retailer specializing in premium wall tiles, floor tiles, decorative paint, and bathroom tiles, with a curated assortment of handmade and high-quality products sourced from artisan makers and historic quarries worldwide. The brand offers exclusive designer collaborations with Bert & May, Nina Campbell, Neisha Crosland, Kelly Hoppen, and Designers Guild, and serves both residential homeowners via direct e-commerce and trade professionals through a dedicated three-tier trade programme with personalized discounts, free sample allowances, and dedicated support.
Is Fired Earth a public or private company?
Fired Earth is a private company. It is classified as corporate owned and is currently operating.
When was Fired Earth founded?
Fired Earth was founded in 1983. It employs 101 to 250 people.
Where is Fired Earth based?
Fired Earth is headquartered in Banbury, United Kingdom, in the Europe region.
How does Fired Earth make money?
One revenue line is on record: tile and Paint Product Sales.
Who are Fired Earth's main competitors?
Direct peers on record are Topps Tiles, Walls and Floors, Mandarin Stone, Original Style, CTD Tiles, Tile Giant and Porcelain Superstore. Broad incumbents are Wickes and B&Q. Victoria Plum is listed as an emerging player.
Does Fired Earth have an API?
No public API is recorded for Fired Earth.
What industry is Fired Earth in?
Fired Earth's product category is Tile and Paint Retail. Its primary akta.pro industry code is CRAIADAN, Workplace/Jobsite Supplies Retail (Site Consumables, Tarps, Ropes, Chains), with a secondary code of IMAIAIAE, Landscape Construction & Hardscaping (Patios, Retaining Walls, Outdoor Structures). Its NAICS code is 444 and its SIC code is 5200.