What Alternative Flooring does

Alternative Flooring is a privately held British textile floor coverings manufacturer and lifestyle brand, founded in 2000 and operated as The Alternative Flooring Company Ltd, a subsidiary of the Ulster Group conglomerate, headquartered in Andover, Hampshire. The company designs, manufactures, and sells carpets, rugs, and runners across three core material categories: wool carpets (including Axminster-loom-woven patterned collections such as Wool Iconic, Quirky B, Wool Candy, Wool Tweed, and Barefoot), natural plant fibre floorings (sisal, jute, coir, seagrass), and faux/synthetic collections (Anywhere polypropylene, Anywhere Ca-rPET, Velvet Ca-rPET, Echo-CoRE, Plush). Its technical differentiator is Ceneva, a proprietary zero-styrene-butadiene-rubber backing compound using Vinyl Acetate Ethylene that delivers ultra-low VOC emissions, complemented by INTEC solvent-free stain protection and Axminster-loom British wool manufacturing. The product portfolio is enriched by exclusive designer collaborations with Margo Selby, Ben Pentreath, Divine Savages, Lucienne Day, and Ella Doran, and the company holds GUT, Eurofins Gold, Blue Angel, Oeko-Tex Standard 100, CE, and BREEAM HEA 02 certifications.

The business operates a hybrid distribution model anchored by a network of independent Alternative Retail Partners across the UK and Ireland who provide sampling, expert advice, and professional fitting services, supported by a trade-only showroom in Andover open by appointment. Direct-to-consumer channels include an e-commerce platform for samples, care products, and the Make Me A Rug bespoke designer tool, with Click 'n' Collect from retail partners and an integrated Show Me My Room visualizer. Pricing is largely quote-based; published benchmarks show Everyday Favourites ready-made runners from approximately £196 to £383, Margo Selby designer runners from £305 to £440, and a Wool Chunky Knit rug priced at £1,184. Customer segments include style-conscious residential home improvers and interior designers (both primary) plus commercial contract buyers pursuing BREEAM/LEED-compliant specifications (secondary). The company is actively seeking international distribution partners across 17+ countries including the US, Canada, much of Western and Central Europe, the Nordics, Australia, and South Africa to expand beyond its UK and Ireland stronghold.

Revenue is generated through one-time sales of carpets, rugs, runners, and bespoke Make Me A Rug configurations, supplemented by recurring accessory revenue from Natural Flooring Care Kits (priced around £40.50-£44.55) and INTEC stain protection treatments. Marketing is multi-channel, combining organic social (Instagram, Facebook, Pinterest, YouTube, LinkedIn), PR coverage in The English Home, Homes & Gardens, and Ideal Home, influencer collaborations, content marketing via The Alternative Blog and 'The Edit' newsletter, and trade show presence at Flanders Flooring Days and the INDX National Flooring Show. The brand has accumulated over 30 industry awards between 2009 and 2026 spanning Flooring Innovation Gold wins, House Beautiful Gold and Silver Awards, Ideal Home Awards, International Wool Carpet & Rug Awards, Design Guild Mark recognition, and consecutive Best of Houzz Design awards from 2015 to 2025.

Name

Alternative Flooring

Legal name

The Alternative Flooring Company Ltd

Website

https://alternativeflooring.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Alternative Flooring is a privately held British manufacturer and retailer of design-led wool, natural fibre, and recycled-PET carpets, rugs, and runners, serving style-conscious homeowners, interior designers, and contract buyers across the UK and Ireland through a network of independent retail partners and direct e-commerce channels, with active international distribution expansion underway.

Ownership category

akta.pro rank

Product category

Carpet and Rug Manufacturing

NAICS

Carpet and Rug Mills (314110), Carpet and Rug Mills (31411), Floor Covering Retailers (449121), Home Furnishings Retailers (44912)

SIC

Carpets & Rugs (2273), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

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 & Area Rug Flooring Retail (CRAIAGAE)

Keywords

• Carpet manufacturing
• Textile flooring
• Natural fibre carpets
• Wool carpet collections
• Bespoke rug design

Headquarters

HQ city

Andover

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Carpet, Rug and Runner Sales: Primary revenue from designing, manufacturing, and selling textile floor coverings including wall-to-wall carpets, area rugs, runners, and bespoke/custom-made products. Products sold through retail partner network and direct e-commerce.
2. Bespoke Made-to-Measure Products: Custom rug and runner production through the Make Me A Rug service, offering personalized combinations of flooring materials, borders, and sizes.
3. Sample Sales: Revenue from swatch samples of various sizes, with larger samples available for purchase. Free samples available through retail partners.
4. Accessories and Care Products: Natural Flooring Care Kits and INTEC stain protection treatment available for purchase. Care kits priced at approximately £40.50-44.55.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels12 records

Core offering

Alternative Flooring designs, manufactures, and distributes textile floor coverings including wool carpets, natural plant fibre carpets (sisal, jute, coir, seagrass), and faux/synthetic carpets, sold as wall-to-wall carpets, area rugs, and runners. Products are sold through a network of independent Alternative Retail Partners across the UK and Ireland, with direct-to-consumer e-commerce for samples, care products, and bespoke custom rugs and runners via the Make Me A Rug online designer tool.

Product overview

Alternative Flooring is a British lifestyle brand designing and manufacturing carpets, rugs, and runners with over 25 years of experience. The core product portfolio consists of three main categories: Wool Carpets (including Wool Iconic, Wool Candy, Wool Tweed, Quirk B, and Barefoot eco collections), Natural Plant Fibre Carpets (sisal, jute, coir, and seagrass), and Faux/Synthetic Carpets (Anywhere, Anywhere Ca-rPET, Velvet Ca-rPET, Echo-CoRE, and Plush). The company also offers a bespoke rug and runner service through its 'Make Me A Rug' online designer tool, allowing customers to create custom-sized products with various border options. Additional services include Click 'n' Collect for ready-made items, Show Me My Room visualization tool, and complementary products like Natural Flooring Care Kits and INTEC stain protection. Designer collaborations feature prominent British designers including Margo Selby, Liberty Fabrics, Ben Pentreath, and Divine Savages. The company is part of the Ulster Group and operates through a network of retail partners across the UK and Ireland, with expansion into international markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Wool Carpets Luxury wool carpets including Wool Iconic, Wool Candy, Wool Tweed, Wool Pebble, Wool Berber, Wool Tipple, Rock 'n' Roll, Quirky B (Liberty Fabrics, Ben Pentreath, Margo Selby, Divine Savages, Lucienne Day), Barefoot Wool, and Woosie collections. Woven on Axminster looms in Britain using Certified British Wool. Features natural resilience, thermal insulation, sound absorption, and is offered with a 5-year warranty.
• Natural Plant Fibre Carpets Sustainable floor coverings made from sisal, jute, coir, and seagrass in organic textures with architectural styling. Designed for environmentally conscious consumers seeking natural aesthetics.
• Faux/Synthetic Carpets Man-made carpet alternatives including the Anywhere Collection (polypropylene), Anywhere Ca-rPET (recycled PET, 50 bottles per 1m²), Velvet Ca-rPET (deep pile, 100 bottles per 1m²), Echo-CoRE (fully recyclable, ultra-low VOC), and Plush (deep pile hand-crafted). Stain resistant, moth resistant, and suitable for indoor/outdoor use.
• Rugs Ready-made rugs in wool, sisal, jute, coir, seagrass, and faux fibres, available in standard sizes or via bespoke Make Me A Rug custom designs. Available through Alternative Retail Partners and direct e-commerce.
• Runners Carpet runners for hallways, stairs, and corridors in wool, sisal, jute, seagrass, coir, and faux materials. Includes ready-made, designer (Margo Selby, Lucienne Day, Divine Savages), stair runner, and bespoke options. Standard sizes up to 3.30m length.
• Make Me A Rug Bespoke Design Service Online bespoke rug and runner designer service allowing customers to choose base flooring, border styles/fabrics, and custom dimensions with instant visual preview. Supports rectangular/square rugs and runners up to 7m long. Products delivered to home or collected from retail partners via Click 'n' Collect.
• Designer Rugs (Margo Selby Collection) Designer rug and runner collaboration with Margo Selby featuring flatweave and hand-tufted styles. Includes Iceni Runner from £305, Tyne Runner from £375, Canterbury Runner from £435, and Oare Runner from £440. Prices vary by size and specification.
• Everyday Favourites Ready-Made Rugs Ready-made rug and runner collection available online, including sisal, wool, jute, and other material options in standard sizes. Prices range from approximately £196–£383 depending on material and size. Collect from Retail Partners within 2 weeks.
• Natural Flooring Care Kit WoolSafe-approved cleaning kit for natural plant fibre and wool floor coverings. Includes absorption granules, spot remover, brush, and cloth. Environmentally friendly formula. UK delivery only.
• INTEC Stain Inhibitor Solvent-free, environmentally friendly stain protection treatment applied to carpets before dispatch. PFOA/PFAS-Free and water-based. Specifically developed for natural floor coverings.
• Show Me My Room Visualizer Online room visualization tool (showmemyroom.co.uk) enabling customers to preview Alternative Flooring carpets and rugs in their own interior spaces or on stairs without technical photo editing.

Quantifiable outcome

• 50 plastic bottles recycled to make 1m2 of Anywhere Ca-rPET; 100 plastic bottles recycled for 1m2 of Velvet Ca-rPET
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Nine partnerships are on record, tiered parent, core, secondary and minor.

• Ulster GroupparentOthersAlternative Flooring is part of the Ulster Group of companies, a larger corporate umbrella providing organizational support and resources.
• Margo SelbycoreStrategic or Co-development PartnerDesigner collaboration creating exclusive flatweave and hand-tufted runner designs including Oare, Canterbury, Bridge, Tyne, Cranbrook, and Iceni collections.
• Ben PentreathcoreStrategic or Co-development PartnerDesigner collaboration for the Quirky B Ben Pentreath collection featuring British-patterned floral and geometric carpets.
• Divine SavagescoreStrategic or Co-development PartnerDesigner collaboration creating bold, statement patterned carpets including Deco Blush collection.
• Lucienne DaysecondaryStrategic or Co-development PartnerHeritage designer collaboration for Lucienne Day Runners featuring classic mid-century modern patterns.
• Ella DoransecondaryStrategic or Co-development PartnerDesigner collaboration for Ella Doran/YSP Waterlake Quirky collection featuring distinctive pattern designs.
• Campaign for WoolminorOthersIndustry advocacy organization promoting wool products. Lorna Haigh has supported design competitions alongside Campaign for Wool.
• British WoolminorOthersIndustry organization representing British wool producers. Alternative Flooring uses Certified British Wool in Quirky patterned carpets woven on Axminster looms in Britain.
• Pursue PRminorGTM or Marketing PartnerPR agency handling press enquiries for Alternative Flooring.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Brintons Carpets: UK-based carpet manufacturer with deep Axminster loom heritage producing woven wool carpets for residential and commercial markets. Highly comparable to Alternative Flooring's wool carpet range and Axminster-based manufacturing approach.
• Crucial Trading: UK-based specialist in natural fibre carpets (sisal, coir, jute, seagrass) and rugs. Direct competitor to Alternative Flooring's natural plant fibre category with similar sustainability positioning and bespoke customisation services.
• Kersaint Cobb & Company: UK-based rug specialist offering wool and natural fibre rugs with a strong design and sustainability focus. Directly comparable to Alternative Flooring's rug portfolio and target customer base.
• Roger Oates Design: British design-led manufacturer of flatweave runners, rugs, and stair carpets. Direct peer to Alternative Flooring's runner and bespoke offering, with overlapping premium design-led positioning and natural material focus.
• Westex Carpets: UK manufacturer of premium tufted and woven wool carpets for residential and contract markets. Comparable to Alternative Flooring in wool category, Axminster loom heritage, and BREEAM/LEED commercial positioning.
• Cormar Carpets: UK wool carpet manufacturer producing tufted and woven carpet ranges for the domestic market. Comparable in scale and channel (independent retail partners) to Alternative Flooring, though positioned more mainstream than design-led.

Broad incumbents

• Interface: Global leader in modular carpet tiles with a strong sustainability narrative (Carbon Neutral Floors, Climate Take Back). Comparable to Alternative Flooring's commercial/contract segment and sustainability credentials but at far larger scale and broader portfolio.
• Mohawk Industries: World's largest flooring manufacturer with broad residential and commercial carpet portfolios. Broad incumbent across the same industry, with greater scale, distribution, and pricing flexibility than Alternative Flooring.
• Shaw Industries: Major North American carpet and flooring manufacturer with extensive residential and commercial offerings. Competes with Alternative Flooring in commercial specification and sustainable carpet categories at a much larger scale.

Emerging players

• The Natural Carpet Company: UK-focused natural fibre rug and carpet specialist. Smaller, more niche player overlapping with Alternative Flooring's sisal, jute, coir, and seagrass category but with a more limited product range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/alternativeflooring
• Facebookfacebook.com/alternativeflooring
• LinkedInlinkedin.com/company/alternative-flooring
• Instagraminstagram.com/alternativeflooring
• Pinterestpinterest.co.uk/alternativeflooring
• Xx.com/AlternativeFlr

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Alternative Flooring