Jane Clayton & Company

What Jane Clayton & Company does

Jane Clayton & Company is a UK-based, privately held direct-to-consumer e-commerce retailer specializing in designer interiors. It aggregates more than 100 premium international and heritage brands, including Cole & Son, Farrow & Ball, Morris & Co., Sanderson, Harlequin, Designers Guild, Liberty, and Schumacher, across four core categories: wallpaper, fabric, rugs, and made-to-measure soft furnishings. The company is headquartered in Bristol and operates an active website at janeclayton.co.uk with an accumulated base of 8,798 customer reviews averaging 4.81/5, alongside dual-currency (GBP/USD) storefronts and worldwide shipping capability.

The company runs an in-house made-to-measure production service covering curtains, Roman blinds, cushions, and upholstered headboards, all hand-finished by skilled makers using fabrics drawn from the partner brand portfolio. Adjacent service layers include a free 5-sample service to reduce purchase friction, an outlet tier offering up to 70% off discontinued stock, wallpaper and curtain fabric calculators, and dedicated trade enquiries plus a referral pathway to a sister design service at clayton.co.uk. No proprietary technology, AI/ML capability, mobile app, or public API is disclosed; the platform appears to be a standard Magento/Adobe Commerce-class storefront based on site structural cues.

Revenue is generated via unit-priced product sales (wallpaper per roll, fabric per metre, rugs per unit) and bespoke manufacturing orders, with promotional mechanics including seasonal sales up to 20% off, an outlet channel up to 70% off, and a 10% first-order email sign-up incentive above £150. The primary customer segment is residential consumers undertaking home interior projects, with a secondary trade/professional interior designer segment served via a dedicated enquiry channel. No funding rounds, institutional investment, M&A activity, public listing, or revenue disclosure are present in the source data, consistent with a founder-owned small UK retailer of 11–50 employees.

Name

Jane Clayton & Company

Legal name

Jane Clayton & Company

Website

https://janeclayton.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Jane Clayton & Company is a UK-based direct-to-consumer e-commerce retailer of designer wallpaper, fabric, rugs, and made-to-measure soft furnishings, stocking over 100 premium international brands and serving primarily residential consumers undertaking home interior projects in the UK and worldwide.

Ownership category

akta.pro rank

Product category

Designer Home Furnishings Retail

NAICS

Paint and Wallpaper Retailers (444120), Sewing, Needlework, and Piece Goods Retailers (45913)

SIC

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

akta.pro primary industry

Curtains & Drapery Panels Retail (Textile Window Coverings) (CRAIALAD)

akta.pro secondary industries

General Fabric & Textile Stores (CRALADAA), Curtains & Drapery Retail (Panels, Drapes, Sheers, Valances) (CRAIAKAC)

Keywords

• Designer wallpaper retail
• Designer fabric retail
• Made-to-measure furnishings
• Designer rugs retail
• Home interior ecommerce

Headquarters

HQ city

Bristol

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue generated from direct sales of designer wallpaper, fabric, rugs, and made-to-measure furnishings including curtains, blinds, cushions, and headboards. Products are sold at retail prices per roll, per metre, or per unit with periodic promotional discounts including seasonal sales up to 20% and outlet discounts up to 70%.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Jane Clayton & Company is an online retailer of designer wallpaper, designer fabric, designer rugs, and made-to-measure soft furnishings (curtains, Roman blinds, cushions, and headboards), stocking over 100 brands. It sells finished goods by the roll or metre and operates an in-house bespoke production service with hand-finishing, complemented by a free five-sample service and discount outlet.

Product overview

Jane Clayton & Company is an online e-commerce platform and the leading UK retailer of designer interiors products, offering over 100 designer brands across four core product categories: wallpaper, fabric, rugs, and made-to-measure window treatments. The company operates a made-to-measure service for curtains, blinds, cushions, and headboards, all crafted by in-house makers and hand-finished. The product portfolio includes direct purchase of wallpapers and fabrics from international designer brands, along with bespoke manufacturing services. Additional offerings include an outlet section for discounted items, free sample services, and a design consultation service through its parent company. The platform provides various design tools including wallpaper calculators, curtain fabric calculators, and measuring guides.

Differentiator

Problem solved

Functional benefit

Products and services

• Designer Wallpaper Online retail of designer wallpaper from over 100 brands including Arte, Andrew Martin, Armani Casa, Borastapeter, Cole & Son, Farrow & Ball, Harlequin, Missoni, Morris & Co., Sanderson, and Zoffany, available in types such as borders, grasscloth, murals, paper, silk, textured, vinyl, and wide width, sold per roll to residential and trade customers.
• Designer Fabric Online retail of designer fabric by the metre from brands including Andrew Martin, Casamance, Clarke & Clarke, Fermoie, GP & J Baker, Harlequin, Ian Mankin, Liberty, Morris & Co., Sanderson, Schumacher, and Zoffany, available in types such as boucle, chenille, curtain, embroidered, fire retardant, jacquard, linen, silk, velvet, and wool, for residential and trade customers.
• Designer Rugs Online retail of designer rugs from brands including Asiatic, Brink & Campman, Christian Lacroix, GAN, Harlequin, Linie Design, Marimekko, Morris & Co., Nanimarquina, Orla Kiely, Pappelina, Romo, and William Yeoward, available in styles such as berber, hand-knotted, hand-tufted, flatweave, kilim, shaggy, viscose, and washable, sold per unit to residential and trade customers.
• Made-to-Measure Curtains In-house bespoke curtain manufacturing service using fabrics from partner brands including Casamance, GP & J Baker, Harlequin, Morris & Co., Romo, Sanderson, and Schumacher, completed with poles, tracks, holdbacks, hooks, tiebacks, and trimmings, hand-finished by in-house makers, for residential and trade customers seeking non-standard sizes.
• Made-to-Measure Roman Blinds Bespoke Roman blind manufacturing service using fabrics from brands including Casamance, Christopher Farr Cloth, GP & J Baker, Harlequin, Morris & Co., Romo, Schumacher, and Thibaut, with measuring guides and fitting instructions provided, for residential and trade customers.
• Made-to-Measure Cushions Bespoke cushion manufacturing service using fabrics from brands including Christopher Farr Cloth, Colefax and Fowler, JORO, Liberty, Ottoline, Romo, and Sanderson, alongside ready-made cushions from Barneby Gates, Christian Lacroix, Designers Guild, Fermoie, and Molly Mahon, for residential customers.
• Made-to-Measure Headboards Bespoke headboard manufacturing service in styles including plain, curved, piped, and bordered, using fabrics from Clarke & Clarke, Fermoie, GP & J Baker, Jane Churchill, Liberty, Morris & Co., Nina Campbell, Ottoline, and Schumacher, for residential customers.
• Outlet (Discounted Wallpaper, Fabric, and Rugs) Discounted outlet section offering up to 70% off wallpaper, fabric, and rugs from brands including Clarke & Clarke, Designers Guild, Harlequin, Kirkby Design, Liberty, MINDTHEGAP, Morris & Co., Romo, Sanderson, Scion, Villa Nova, Zinc, and Zoffany, for residential and trade customers.
• Affiliated Interior Design Service Referred interior design consultation and execution service provided through the clayton.co.uk design service, handling comprehensive interior design projects for residential and small commercial clients.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Hillarys: UK market leader in made-to-measure blinds, curtains, and soft furnishings with an in-home consultation and digital channel; directly comparable in the made-to-measure window treatment category.
• I Want Wallpaper: UK online retailer specialising in wallpaper and wallcoverings, competing head-on with Jane Clayton's wallpaper category through a similarly broad multi-brand assortment.
• Wallpaperdirect: UK-based online specialist retailer of designer wallpaper, fabric, and made-to-measure window treatments with overlapping brand portfolio and similar e-commerce-first GTM; the closest direct competitor to Jane Clayton.

Broad incumbents

• Wayfair: Global online home furnishings marketplace with extensive wallpaper, rug, and soft furnishings assortments; a broad incumbent competing primarily on selection and price rather than curation.
• John Lewis & Partners: UK department store with substantial home interiors, wallpaper, and made-to-measure curtain ranges; a broad incumbent with stronger brand trust and omnichannel reach than Jane Clayton.
• Dunelm: Largest UK homewares retailer with extensive soft furnishings, curtain, and wallpaper ranges; a broad incumbent that competes on price and convenience rather than designer curation.
• The White Company: UK premium home and lifestyle brand with curated soft furnishings and made-to-measure services; comparable in positioning to Jane Clayton's premium designer assortment but broader in lifestyle scope.

Emerging players

• House of Hackney: UK designer interiors brand selling wallpaper, fabric, and home accessories with strong direct-to-consumer presence; partial overlap with Jane Clayton's premium designer assortment but operating more as a brand than a multi-brand retailer.

Others

• Sander & Sons / Sanderson (within Sanderson Design Group): Owner of Morris & Co., Sanderson, and other heritage British interior brands stocked by Jane Clayton; a key supplier whose growing direct-to-consumer channel represents a structural disintermediation risk.
• Villa Nova (within Romo Group): Designer fabric and wallpaper brand group whose products are stocked by Jane Clayton; an upstream supplier whose direct trade channels intersect with Jane Clayton's made-to-measure offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/jclaytonandco
• Pinterestpinterest.co.uk/JClaytonAndCo
• Facebookfacebook.com/JaneClaytonAndCompany

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 Jane Clayton & Company