What Johnson Tiles does

Johnson Tiles Limited is a UK-based designer, manufacturer, and supplier of ceramic and porcelain wall and floor tiles, founded in 1901 and headquartered in Burslem, Stoke-on-Trent — the historic centre of the British ceramics industry known as the Potteries. The company holds registered office at Crewe, Cheshire (Company No. 15600432), operates a Stoke-on-Trent manufacturing facility, and employs 501-1,000 people. Its portfolio spans over 1,200 stocked products organized into five collections — Intro, Select, Absolute, Minton Hollins, and Laura Ashley — covering styles from stone, concrete, marble, wood, colour, and pattern, with materials including glazed ceramic, porcelain, glazed porcelain, and un-glazed porcelain, plus a Rigid Luxury Vinyl Tile line (KLIX RLVT).

The business serves both B2B and B2C customers across residential, commercial, hospitality, care and education, and special project verticals through a multi-channel UK distribution network: a direct e-commerce website with sample ordering, Colour Genie and Mood Board digital tools, a factory outlet, the Material Lab design studio, and a dedicated direct sales team for contract specifications. Pricing is quote-based for trade, and over 1,200 stocked products support next-day delivery in the UK. The company holds EN ISO 14001 and EN ISO 9001 certifications, has achieved 100% single-use-plastic-free packaging since 2020, and in May 2026 signed an MOU with Dekiln Limited to pilot kiln-free, low-carbon tile manufacturing with a 94% lower carbon footprint and 95%+ recycled content. In August 2025, Johnson Tiles ceased local manufacturing in South Africa after more than a century of operations.

Name

Johnson Tiles

Legal name

Johnson Tiles Limited

Website

https://johnson-tiles.com

Company type

Private

Founded year

1901

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Johnson Tiles Limited is a UK-based designer, manufacturer, and supplier of ceramic and porcelain wall and floor tiles, founded in 1901 in Stoke-on-Trent, serving residential, commercial, hospitality, care, and education customers across the UK with over 1,200 stocked products.

Ownership category

akta.pro rank

Product category

Ceramic & Porcelain Tiles

NAICS

Floor Covering Retailers (449121), Building Material and Supplies Dealers (4441)

SIC

Concrete, Gypsum & Plaster Products (3270)

akta.pro primary industry

Tile & Stone Specialty Retail (CRAIAGAA)

akta.pro secondary industry

Flooring Tools, Adhesives, Grout & Installation Supplies Retail (CRAIAGAJ)

Keywords

• Ceramic wall tiles
• Porcelain floor tiles
• Tile manufacturing
• Surface coverings
• Tile design

Headquarters

HQ city

Burslem

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Tile Product Sales: Direct sales of ceramic and porcelain wall and floor tiles to residential and commercial customers through website, direct sales team, and factory outlet. Products include standard tiles, specialty ranges, and custom/special order items.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Johnson Tiles designs, manufactures, and supplies ceramic and porcelain wall and floor tiles in the UK, offering over 1,200 stocked products across collections such as Intro, Select, Absolute, Minton Hollins, and Laura Ashley. The company serves residential, commercial, hospitality, care, and education markets through direct sales, an e-commerce website, a factory outlet, and the Material Lab design studio, with next-day UK delivery on stocked lines.

Product overview

Johnson Tiles is a UK-based specialist in ceramic and porcelain tile design and supply, operating since 1901 from Stoke-on-Trent. The company offers a comprehensive portfolio of over 1,200 products organized into five main collections: Intro Collection (entry-level), Select Collection (mid-range), Absolute Collection (premium), Minton Hollins Collection (heritage), and Laura Ashley Collection (licensed designs). The product range includes wall tiles, floor tiles, external floor tiles (2cm), and Rigid Luxury Vinyl Tile (RLVT) products under the Klix brand. The portfolio spans various styles (Stone, Concrete, Marble, Wood, Colour, Pattern, Shape, Mosaic), materials (Glazed Ceramic, Porcelain, Glazed Porcelain, Un-glazed Porcelain), and finishes (Gloss, Matt, Satin, Natural, Polished, Structured, Grip). Supporting services include Colour Genie (colour-matching tool), Mood Boards (project planning tool), a Factory Outlet for discounted products, and Material Lab design studio. A new strategic partnership with Dekiln Limited is being explored to develop low-carbon, kiln-free tile manufacturing technology with over 95% recycled content.

Differentiator

Problem solved

Functional benefit

Brands

• Material Lab: Design studio and inspiration center where customers can explore surface coverings of every kind.
• Factory Outlet

Products and services

• Intro Collection Entry-level ceramic tile collection offering quality tiles at accessible price points for residential and light commercial use, featuring standard sizes and finishes.
• Select Collection Mid-range tile collection offering enhanced design options and premium finishes for specification projects requiring quality and variety.
• Absolute Collection Premium tile collection featuring the most extensive range of designs, finishes, and specifications for high-end residential and commercial projects.
• Minton Hollins Collection Heritage-inspired tile collection maintaining traditional British ceramic design aesthetics, suitable for period properties and classic interiors.
• Laura Ashley Collection Exclusive tile collection designed in partnership with Laura Ashley, offering coordinated wall and floor tile designs for residential interiors.
• Klix RLVT Next generation of engineered Rigid Luxury Vinyl Tile (RLVT) flooring products designed for durability and aesthetic appeal in residential and commercial applications.
• Contempo 2cm External Porcelain Contemporary range of 2cm thick glazed porcelain floor tiles designed for external use and seamless inside-to-outside transitions, featuring Grip+ finish for enhanced slip resistance.
• Nevada 2cm External Porcelain Durable 2cm thick glazed porcelain floor tiles designed for external areas and seamless inside-to-outside applications, available in Claystone and Sandstone effects.
• Fixing Products Complementary fixing products for tile installation, supplied alongside Johnson Tiles ranges.
• Factory Outlet Physical outlet store offering on-trend interior tiles at competitive prices for both trade professionals and consumers.
• Material Lab Design Studio Design studio and showroom where customers can immerse themselves in surface coverings of every kind, receiving expert guidance for inspiration and project planning.

Quantifiable outcome

• 94% lower carbon footprint compared to conventional tiles (via Dekiln partnership)
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Dekiln LimitedcoreStrategic or Co-development Partner · 26 May 2026Johnson Tiles has signed a Memorandum of Understanding with Dekiln Limited, a portfolio company of Frontier IP Group Plc, to explore manufacturing and commercializing kiln-free, low-energy bio-based materials as ceramic alternatives. The partnership will establish a pilot or demonstration manufacturing plant in Stoke-on-Trent, combining Dekiln's proprietary processes with Johnson Tiles' manufacturing expertise and market access. Dekiln's technology creates ceramic-like composites from plant-derived binders and waste mineral powders with a carbon footprint 94% lower than conventional tiles while containing more than 95% recycled content. If successful, Johnson Tiles hopes to resume production at its former factory.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Topps Tiles: Topps Tiles is the UK's largest tile specialist retailer, operating over 300 stores across the country. As a directly competing UK-focused tile distributor serving both trade and consumer customers, it is the most comparable public peer for Johnson Tiles' retail and distribution operations.
• Tile Giant: Tile Giant operates a UK network of tile retail showrooms specializing in wall and floor tiles for residential customers. Comparable given overlapping product category (ceramic and porcelain tiles), UK retail channel, and similar target customer segments.
• CTD Tiles (Ceramic Tile Distributors): CTD Tiles is one of the UK's largest tile distributors, supplying trade and retail customers from a network of showrooms. Direct competitor given its scale, UK distribution focus, and overlapping trade and consumer customer base.
• Original Style: Original Style is a UK-based tile manufacturer founded in 1986, producing ceramic, porcelain, glass, and mosaic tiles for residential and commercial markets. Comparable given its UK origin, design-led positioning, and direct sales to specifiers and consumers.
• British Ceramic Tile: British Ceramic Tile (formerly owned by Mohawk Industries) is a UK-based designer and manufacturer of ceramic and porcelain wall and floor tiles. It is one of the closest direct competitors given its overlapping UK manufacturing footprint, channel mix, and product categories.
• Mandarin Stone: Mandarin Stone is a UK-based natural stone and tile specialist retailer with showrooms nationwide. Comparable given its UK design-led positioning in premium wall and floor surfaces serving residential and commercial specifiers.

Broad incumbents

• Porcelanosa: Porcelanosa is a Spanish global manufacturer of ceramic tiles, bathroom, and kitchen products with a strong UK retail presence. Comparable as a premium-positioned international tile brand targeting similar residential and commercial design-led projects.
• Wickes: Wickes is a UK home improvement retailer selling tiles alongside kitchens, bathrooms, and building materials to DIY consumers and trade customers. Comparable as a UK distribution competitor in tile retail, though tiles are only part of a much broader merchandise mix.
• B&Q: B&Q is the UK's largest home improvement retailer, offering tiles as part of a broad DIY assortment. While tiles are only a category within its wider portfolio, B&Q competes for the same retail floor-tile shopper with strong national distribution.
• Marazzi Group: Marazzi is one of the world's largest ceramic tile manufacturers, owned by Mohawk Industries, with global production and distribution including the UK market. Comparable as a large international tile manufacturer whose products compete with Johnson Tiles in both consumer and commercial specification.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks12 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/JohnsonTilesUK
• Facebookfacebook.com/johnsontilesuk
• LinkedInlinkedin.com/company/johnson-tiles
• Instagraminstagram.com/johnsontiles
• TikToktiktok.com/@johnsontiles
• Pinterestpinterest.com/johnsontiles

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Johnson Tiles