Total Tiles
Total Tiles is a UK-based online retailer founded in 2006 selling porcelain, ceramic, mosaic, outdoor and LVT tiles plus underfloor heating and tiling accessories, serving primarily residential DIY homeowners and secondarily trade professionals across the United Kingdom via totaltiles.co.uk.
- Company typePrivate
- Founded2006
- HeadquartersIpswich, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Total Tiles does
Total Tiles is a UK-based direct-to-consumer online tile retailer headquartered in Ipswich, founded in 2006. The company sells a comprehensive catalog of wall and floor tiles across materials (porcelain, ceramic, natural stone, mosaic, LVT) and styles (marble effect, wood effect, stone effect, concrete effect, patterned, outdoor), priced per square meter from approximately £10/m² for entry-level metro tiles to roughly £40/m² for large-format porcelain. The e-commerce storefront at totaltiles.co.uk is the sole sales channel, supported by free cut-sample service with next-day postage, next-day delivery via DPD and Palletforce/TPN, and warehouse collection from Ipswich.
The business model is a straightforward one-time-sale retail margin: revenue is generated from the spread between wholesale procurement costs and retail unit prices, with the company claiming direct manufacturer sourcing worldwide and a Price Promise of lowest UK market pricing. Total Tiles serves two segments — a primary base of residential homeowners undertaking DIY bathroom, kitchen and home renovations, and a secondary trade-professional segment (tilers, fitters, developers) served via a dedicated 'In the Trade' portal and bulk pallet deals. Payment options span Mastercard, Visa, PayPal, Apple Pay, Google Pay and PayPal Credit financing from £9.88/month.
The technology stack is a standard Magento-based e-commerce platform (Porto child theme) with payment gateway integrations and third-party delivery APIs; no proprietary software, no AI features, and no mobile app are evidenced. Brand positioning is built around three pillars: cost leadership versus high street retailers, breadth of style range, and fulfillment speed — with designer brand credibility reinforced by a Laura Ashley tile collection launched in 2025-2026.
Total Tiles firmographics
Firmographics- Name
- Total Tiles
- Legal name
- Total Tiles
- Website
- https://totaltiles.co.uk
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Total Tiles is a UK-based online retailer founded in 2006 selling porcelain, ceramic, mosaic, outdoor and LVT tiles plus underfloor heating and tiling accessories, serving primarily residential DIY homeowners and secondarily trade professionals across the United Kingdom via totaltiles.co.uk.
- Ownership category
- akta.pro rank
Total Tiles industry classification
Industry- Product category
- Wall and Floor Tile Retail
- NAICS
- Floor Covering Retailers (449121)
- akta.pro primary industry
- Tile & Stone Specialty Retail (CRAIAGAA)
- akta.pro secondary industries
- Ceramic, Porcelain & Natural Stone Tile Flooring (IMADAJAE), Tile Setting Materials (Mortars, Mastics & Grouts) (IMADAOAG)
Keywords
Where Total Tiles is headquartered
LocationHeadquarters
- HQ city
- Ipswich
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Total Tiles business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Tile Product Sales: One-time purchase of tiles sold by square meter. Customers pay for products at point of sale with various payment methods including credit/debit cards, PayPal, Apple Pay, Google Pay, and financing options through PayPal Credit. Revenue generated from the margin between wholesale procurement costs and retail selling prices.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard unit pricing per square meter |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Total Tiles product offering
Product offeringCore offering
Total Tiles is a UK-based direct-to-consumer online retailer of wall and floor tiles, offering porcelain, ceramic, marble effect, wood effect, stone effect, concrete effect, patterned, mosaic, and outdoor tiles, sold by square meter. The company complements its tile range with electric underfloor heating systems, tile adhesives, grouts, and tiling accessories, and sources products directly from manufacturers worldwide to offer prices positioned at less than half those of high street competitors.
Product overview
Total Tiles is a UK-based online tile retailer offering a comprehensive portfolio of wall and floor tiles along with complementary products. The core offering centers on porcelain and ceramic tiles available in multiple style effects including marble, wood, stone, concrete, and patterned designs. The product range spans wall tiles, floor tiles, outdoor tiles, mosaic tiles, and luxury vinyl tiles. Complementary offerings include underfloor heating systems with lifetime guarantees, tile adhesives and grouts in multiple colors, and professional tiling accessories such as cutters, spacers, sealers, and preparation products. The company also offers bulk purchasing through pallet deals and maintains a sale/clearance section. A notable brand partnership includes Laura Ashley tile collections. Total Tiles positions itself as a value retailer, purchasing direct from manufacturers worldwide to offer competitive pricing with free sample services and next-day delivery options.
Differentiator
Problem solved
Functional benefit
Brands
- TotalTiles.co.uk: Primary e-commerce brand operating as the online store for wall and floor tiles, underfloor heating, adhesives, grouts, and tile accessories.
Products and services
- Wall Tiles
Quantifiable outcome
- Tiles priced at less than half the price of well-known high street stores
- +1 more outcomes
Companies that use Total Tiles
Customer profileSegments2 records
Ideal customer profiles2 records
Total Tiles technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Total Tiles partnerships and signals
Strategic signalRecent moves3 records
Expansion highlights4 records
Total Tiles competitors and assessment
Company assessmentDirect peers
- Tile Mountain: UK online-first tile retailer positioned as a value/discount specialist selling porcelain, ceramic, and natural stone tiles direct to consumer. Closest pure-play e-commerce competitor to Total Tiles in assortment, target customer, and price-led positioning.
- Walls and Floors: UK online tile and flooring retailer offering porcelain, ceramic, mosaic and LVT products with sample service and nationwide delivery. Competes head-to-head with Total Tiles in online tile commerce, pricing transparency, and the free-sample acquisition mechanic.
- Tile Giant: UK tile retailer combining a multi-branch estate with an online store, offering porcelain, ceramic, mosaic and natural stone tiles plus installation products. Direct competitor across consumer and trade channels, with overlap in style ranges and pricing tiers.
- Topps Tiles: UK's largest specialist tile retailer with both a high-street store estate and growing online channel. Directly competes with Total Tiles across wall, floor, porcelain, ceramic, and mosaic tile ranges, and is the primary online/offline benchmark for price, range, and trade service.
- CTD Tiles (Ceramic Tile Distributors): UK tile specialist with a network of trade showrooms and a growing online channel, distributing ceramic, porcelain, and natural stone tiles plus installation products. Direct competitor for both consumer and trade tile buyers across the UK.
- Porcelain Superstore: UK online tile retailer specialising in porcelain tiles with a price-match promise and free sample service. Direct e-commerce competitor to Total Tiles in the porcelain and large-format segment where Total Tiles places heavy emphasis.
Broad incumbents
- Wickes: UK home improvement retailer (LSE-listed) with a substantial tile and flooring assortment alongside kitchens, bathrooms, and DIY. Overlaps with Total Tiles in tile and underfloor heating categories, and competes on trade accounts and click-and-collect convenience.
- B&Q (Kingfisher): UK's largest home improvement retailer, part of Kingfisher plc, with extensive tile, flooring, and underfloor heating ranges in-store and online. Competes with Total Tiles primarily on convenience, brand trust, and breadth rather than specialist tile depth or lowest-price positioning.
- Travis Perkins: UK builders' merchant group with a Tile & Flooring product line sold to trade customers via branch network. Adjacent competitor in the trade tile supply chain and a potential threat if it expands its tile e-commerce proposition.
Emerging players
- Victorian Plumbing: UK online bathroom specialist selling tiles, sanitaryware, and accessories direct to consumer. Overlaps with Total Tiles in bathroom tile selection and accessories, and shares a similar online-first, value-positioned GTM motion aimed at UK homeowners.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Total Tiles social profiles
Digital presenceTotal Tiles financial estimates
Financial estimateRevenue estimate
Valuation estimate
Total Tiles leadership team
Management profileNumber of profiles
Total Tiles funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Total Tiles 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 Total Tiles
What does Total Tiles do?
Total Tiles is a UK-based direct-to-consumer online retailer of wall and floor tiles, offering porcelain, ceramic, marble effect, wood effect, stone effect, concrete effect, patterned, mosaic, and outdoor tiles, sold by square meter. The company complements its tile range with electric underfloor heating systems, tile adhesives, grouts, and tiling accessories, and sources products directly from manufacturers worldwide to offer prices positioned at less than half those of high street competitors.
Is Total Tiles a public or private company?
Total Tiles is a private company. It is classified as unknown and is currently operating.
When was Total Tiles founded?
Total Tiles was founded in 2006. It employs 11 to 50 people.
Where is Total Tiles based?
Total Tiles is headquartered in Ipswich, United Kingdom, in the Europe region.
How does Total Tiles make money?
One revenue line is on record: tile Product Sales.
Who are Total Tiles's main competitors?
Direct peers on record are Tile Mountain, Walls and Floors, Tile Giant, Topps Tiles, CTD Tiles (Ceramic Tile Distributors) and Porcelain Superstore. Broad incumbents are Wickes, B&Q (Kingfisher) and Travis Perkins. Victorian Plumbing is listed as an emerging player.
Does Total Tiles have an API?
No public API is recorded for Total Tiles.
What industry is Total Tiles in?
Total Tiles's product category is Wall and Floor Tile Retail. Its primary akta.pro industry code is CRAIAGAA, Tile & Stone Specialty Retail, with a secondary code of IMADAJAE, Ceramic, Porcelain & Natural Stone Tile Flooring. Its NAICS code is 449121.