insulation superstore

What insulation superstore does

Insulation Superstore is a UK-based specialist online retailer of insulation and associated building materials, operated by the private company CMO Superstores Ltd out of Plymouth. The storefront at insulationsuperstore.co.uk offers more than 3,000 SKUs across insulation board (PIR, phenolic, EPS, XPS, wood fibre), insulation slabs and loft rolls, multifoil, pipe lagging, acoustic insulation, building membranes, plasterboard, fire-stop products, and adjacent building materials, stocked from tier-1 manufacturers including Celotex, Kingspan, Knauf, ROCKWOOL, Xtratherm, and EcoTherm. The platform also runs the SUPER Rewards loyalty program, which is shared across the wider CMO Superstores network of seven sister specialist e-commerce stores (Brick, Building, Door, Drainage, Landscaping, Plumbing, Roofing Superstores, plus Click Basin).

Name

insulation superstore

Legal name

CMO SUPERSTORES LTD

Website

https://insulationsuperstore.co.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

Insulation Superstore is a UK specialist e-commerce retailer offering 3,000+ insulation and building-material SKUs from brands like Celotex, Kingspan, Knauf, and ROCKWOOL, serving DIY homeowners, trade professionals, and landlords under the CMO Superstores network.

Ownership category

akta.pro rank

Product category

Insulation and Building Materials Retail

NAICS

Home Centers (44411), Other Building Material Dealers (444180)

SIC

Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Insulation Retail (Fiberglass, Foam Board, Spray Foam Kits) (CRAIAEAE)

Keywords

• Insulation products retail
• Building materials supply
• Thermal insulation online
• Plasterboard distribution
• Acoustic insulation solutions

Headquarters

HQ city

Plymouth

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct online sales of insulation and building materials to trade professionals and consumers across the UK. Revenue generated through one-time product transactions with both B2C and B2B pricing structures including trade accounts with exclusive discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Insulation Superstore is a specialist UK online retailer of more than 3,000 insulation and building material products, supplying insulation boards, slabs, loft insulation, multifoil, pipe insulation, acoustic insulation, building membranes, plasterboard, and ancillary construction materials to both DIY homeowners and trade professionals. The company operates its own e-commerce platform with nationwide delivery and offers tiered consumer and trade pricing, alongside the SUPER Rewards loyalty program.

Product overview

Insulation Superstore is a specialist online retailer offering over 3000 insulation products and building materials. The core portfolio consists of Insulation Board (PIR, phenolic, EPS, XPS, wood fibre from Celotex, Kingspan, EcoTherm), Insulation Slabs (Knauf DriTherm/OmniFit/RockSilk, ARC, ROCKWOOL), Loft Insulation (rolls and boards in glass wool, mineral wool, sheep's wool), Insulation Foil/Multifoil (Actis, YBS, SuperFOIL), Pipe Insulation, Acoustic Insulation, Building Membranes (Tyvek, Pro Clima), Plasterboard (Gyproc, Celotex, Knauf), and Building Materials (lintels, ladders, timber). The store also stocks specialist fire protection products including ARC Fire Stop Slabs, Cavity Stop Socks, and Cavity Closers. Customers include homeowners, landlords, and tradespeople. The business operates under the CMO Superstores group alongside other specialist e-commerce stores.

Differentiator

Problem solved

Functional benefit

Products and services

• Insulation Board Rigid insulation boards in PIR, phenolic foam, EPS, XPS, and wood fibre materials from brands such as Celotex, Kingspan, EcoTherm, Mannok, and Recticel, for thermal insulation across roofing, walls, and floors.
• Insulation Slabs Insulation slabs for cavity walls, floors, and multi-application use, supplied by Knauf (DriTherm, OmniFit, RockSilk), Danosa, ARC Building Solutions, ROCKWOOL, Pavatex, and Steico.
• Loft Insulation Loft insulation rolls and boards in glass wool, mineral wool, sheep's wool, hemp, and recycled polyester, from Isover, Knauf, ROCKWOOL, Superglass, and Thermafleece.
• Multifoil Insulation Multifoil insulation products with reflective thermal properties from Actis, YBS, TLX, and SuperFOIL, including Hybris, SF19+, SF40, SuperQuilt, and TLX Gold/Silver ranges.
• Pipe Insulation Pipe lagging and insulation for pipe diameters from 15mm to 42mm, supplied by Armacell, Climaflex, Kingspan Kooltherm, and ROCKWOOL.
• Acoustic Insulation Soundproofing insulation solutions for walls, floors, and ceilings from Cellecta, JCW, Knauf, Regupol, Resonate Systems, and ROCKWOOL, including DECKfon, Impactalay, and RWA45 ranges.
• Building Membranes Breather membranes, damp proof membranes, vapour control layers, and vapour barriers from DuPont Tyvek, A Proctor Group, Intelligent Membranes, Novia, POWERLON, and Pro Clima.
• Plasterboard Plasterboard sheets including standard, acoustic, fire protection, moisture-resistant, and insulated (PIR/EPS/XPS-backed) variants from British Gypsum/Gyproc, Celotex, Knauf, Gypfor, Siniat, and Warmline.
• Building Materials Ancillary construction materials including bricks, lintels, cladding, ladders, loft ladders, render, room ventilation, sarking board, tile backer board, timber, chipboard, OSB, plywood, and roofing batten.
• ARC Fire Stop Slabs Fire barrier slabs made from rockfibre mineral wool insulation with class 'O' reinforced aluminium foil facing, providing up to 2 hours of fire integrity in masonry walls, available in sizes for 80mm to 200mm cavities.
• ARC Cavity Stop Socks and Cavity Closers Flexible mineral wool cavity fire barriers restricting the spread of fire and smoke in external masonry walls (cavity widths 50mm to 300mm), and thermal cavity closers for windows and door reveals in Contract-Closer and Eco Closer ranges.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• CelotexcoreOthersMajor brand partner supplying PIR insulation board products. Featured prominently on the website with dedicated brand page and free delivery promotions over £350 ex VAT.
• KingspancoreOthersKey brand partner supplying Kooltherm insulation board products. Offers free delivery on orders over £500 ex VAT.
• Knauf InsulationcoreOthersMajor insulation brand partner supplying glass wool and mineral wool insulation slabs and rolls. Free delivery on orders over £350 ex VAT.
• ROCKWOOLcoreOthersPremium stone wool insulation brand supplier. Free delivery on orders over £350 ex VAT.
• SuperFOILminorOthersMultifoil insulation brand with price match guarantee offered on the website.
• ARC Building SolutionsminorOthersUK-based specialist manufacturer of cavity fire barriers and cavity closers. Products restrict spread of fire, smoke, flames and heat in construction applications.
• XtrathermcoreOthersInsulation board brand mentioned as one of the industry-leading brands supplied.
• EcoThermcoreOthersInsulation brand mentioned as one of the industry-leading brands supplied.
• CMO SuperstorescoreOthersParent company operating multiple specialist e-commerce stores including Brick Superstore, Building Superstore, Door Superstore, Drainage Superstore, Landscaping Superstore, Plumbing Superstore, and Roofing Superstore.
• PayPalminorOthersPayment processor offering Pay in 3 interest-free payments for customers.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Wickes: UK home improvement and building materials retailer with both trade and DIY customers. Comparable because it sells insulation boards, plasterboard, and roofing materials alongside a much broader product range, competing head-on with Insulation Superstore on the PIR/mineral wool lines that are central to its assortment.
• Travis Perkins: UK's largest builders' merchant group serving trade professionals with a national branch network and online ordering. Comparable as a primary distribution channel for Celotex, Kingspan, Knauf and ROCKWOOL products, competing directly for trade accounts and bulk insulation orders.
• B&Q: UK's largest DIY home improvement retailer carrying insulation, plasterboard, membranes and related building materials. Comparable as a competing channel for DIY homeowners and small contractors shopping for insulation products, though with a much broader general-merchandise assortment.
• Jewson: UK builders' merchant with deep trade relationships and a broad insulation, plasterboard and building materials range. Directly comparable on the B2B trade account model, brand portfolio, and nationwide delivery footprint that Insulation Superstore competes with for trade and DIY customers.
• Selco Builders Warehouse: UK trade-only builders' warehouse chain with a strong insulation and building materials category. Directly comparable on the trade-account pricing model and bulk-fulfilment proposition that Insulation Superstore targets with its trade pricing and pallet-based offering.

Direct peers

• Insulation4Less: UK online specialist retailer focused on insulation and associated building materials. Highly comparable because it targets the same DIY and trade segments with a similar SKU set across Celotex, Kingspan, Knauf and ROCKWOOL lines and competes head-to-head for organic search and trade-account revenue.
• Insulation Express: UK online insulation specialist selling PIR boards, mineral wool, multifoil and plasterboard from the same leading brands. Comparable for the same product category, customer base and nationwide delivery model, making it a direct head-to-head competitor on price and availability.
• Builder Depot: UK online retailer of building materials including insulation, plasterboard, roofing and timber. Comparable as a multi-category online trade/DIY destination with similar nationwide delivery, overlapping brand partners, and competitive trade pricing.
• The Insulation Warehouse: Online UK insulation retailer carrying board, slab, loft and multifoil insulation products. Directly comparable as a pure-play insulation specialist competing for the same DIY and trade customers with overlapping brand partnerships and delivery proposition.

Others

• Amazon UK: General online marketplace listing insulation boards, slabs and multifoil products from multiple sellers including branded storefronts. Comparable as an alternative purchase channel for DIY customers comparing price and delivery on commoditised insulation SKUs that Insulation Superstore also carries.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/InsulationSS
• Facebookfacebook.com/InsulationSuperstore
• LinkedInlinkedin.com/company/insulation-superstore

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries8 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 insulation superstore