What Porcelain Superstore does

Porcelain Superstore (legal entity ABS Tiles Limited, Company Number 08920246) is a UK-based direct-to-consumer e-commerce retailer specializing in porcelain, ceramic, and luxury vinyl tiles for residential renovation projects. Founded in 2014 and headquartered in Preston Brook, Cheshire, the company operates a Shopify storefront offering over 800 wall and floor tiles organized across room (wall, floor, bathroom, kitchen, outdoor, hallway, living room, fireplace), color, style (marble effect, stone effect, Zellige, patterned, Victorian, Moroccan, wood effect, terrazzo, onyx), and shape/size taxonomies. The product portfolio extends beyond tiles into bathroom fixtures (taps, showers, bath taps) and a full suite of installation accessories including underfloor heating, grout, adhesive, silicone, spacers, backer boards, and sealing/cleaning products.

The company serves two primary customer segments: end-consumer homeowners undertaking DIY renovation projects (kitchens, bathrooms, hallways, outdoor patios) and trade professionals including interior designers, architects, tilers, and builders. The go-to-market combines a self-service DTC e-commerce motion with a dedicated Trade Account program offering exclusive discounts, dedicated account management, unlimited free samples, and volume pricing. A distinctive free sample service (up to 4 samples per order, delivered in under 3 working days) and Klarna Buy Now, Pay Later integration reduce purchase friction on higher-ticket orders. Marketing is driven primarily by organic content (Ideas & Inspiration blog, Help & Advice Centre, Buying Guides), a 50,000+ verified five-star review base (4.8/5 average), social media presence on Instagram and Pinterest, and editorial coverage in major UK lifestyle publications including Homes & Gardens, House Beautiful, The Times, and Elle Decoration.

The business model is predominantly transactional one-time tile sales with unit pricing typically £20-£100 per square meter and free delivery above £500, supplemented by ancillary revenue from paid large tile samples (£2.50 each) and a recurring trade discount relationship. The company is privately held, family-owned, bootstrapped with no disclosed external funding, and operates with 11-50 employees serving an installed customer base of over 500,000.

Name

Porcelain Superstore

Legal name

ABS Tiles Limited t/a Porcelain Superstore

Website

https://porcelainsuperstore.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Porcelain Superstore is a UK-based direct-to-consumer e-commerce retailer of porcelain, ceramic, and luxury vinyl tiles for kitchens, bathrooms, floors, and outdoor spaces, plus installation accessories and bathroom fixtures. It serves UK homeowners and trade professionals.

Ownership category

akta.pro rank

Product category

Tile Retail

NAICS

Floor Covering Retailers (449121)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Nonstore Retailers (5960)

akta.pro primary industry

Tile & Stone Specialty Retail (CRAIAGAA)

Keywords

• Porcelain wall tiles
• Porcelain floor tiles
• Bathroom tiles
• Kitchen tiles
• Tile retailer

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tile Product Sales: Primary revenue from direct sales of wall tiles, floor tiles, bathroom tiles, kitchen tiles, outdoor tiles, and related accessories (underfloor heating, grout, adhesive, spacers, silicone, sealing/cleaning products). Products are sold at fixed unit prices per tile or per square meter.
2. Large Sample Sales: Revenue from large sample orders at £2.50 per sample for customers wanting larger tile samples before committing to full purchases. This represents a minor ancillary revenue stream.
3. Trade Account Program: Trade accounts offering exclusive discounts, dedicated account management, unlimited free samples, technical advice, and volume discounts for interior designers, architects, tilers, and builders.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Porcelain Superstore is an online tile retailer selling over 800 porcelain and ceramic wall and floor tiles, bathroom and kitchen tiles, outdoor tiles, and luxury vinyl tiles directly to UK homeowners and trade professionals. It complements the core tile range with bathroom fixtures (taps, showers, bath taps), underfloor heating, and tile installation accessories (grout, adhesive, silicone, spacers, backer boards, sealing and cleaning products). A free sample service and a dedicated trade account program are layered on top of the e-commerce storefront to support both consumer and professional buyers.

Product overview

Porcelain Superstore is an e-commerce retailer offering a comprehensive tile shopping experience. The core product portfolio consists of over 800 wall and floor tiles made from porcelain and ceramic materials, organized into room-specific categories (Bathroom, Kitchen, Wall, Floor, Outdoor) and style collections (Marble Effect, Stone Effect, Zellige, Terrazzo, Patterned, Victorian, Wood Effect, Checkerboard, and more). The company extends its offering through complementary bathroom fixtures (Taps, Showers, Bath Taps) and tile installation accessories (Underfloor Heating, Grout, Adhesive, Silicone, Spacers, Backer Boards, Sealing & Cleaning). A distinctive service offering includes free tile samples (up to 4 per order) with paid large sample options, and a dedicated Trade Account Program for professional customers offering discounts and account management.

Differentiator

Problem solved

Functional benefit

Products and services

• Wall Tiles Extensive range of porcelain and ceramic wall tiles in various colours, styles, sizes, and finishes for bathrooms, kitchens, and other rooms, including classic, modern, patterned, and vintage options.
• Floor Tiles Durable porcelain floor tiles for kitchens, living rooms, bathrooms, and other spaces, available in various sizes and finishes.
• Bathroom Tiles Waterproof ceramic and porcelain tiles designed for wet rooms, showers, and en-suites, with extensive colour and design options.
• Kitchen Tiles Easy-care floor tiles and eye-catching wall designs for kitchens combining style with practicality.
• Outdoor Tiles Premium outdoor porcelain tiles for external spaces, including 2cm thick options for patios and garden areas.
• Luxury Vinyl Tiles Luxury vinyl tile flooring options for various rooms including living spaces.
• Bathroom Fixtures (Taps, Showers, Bath Taps) Bathroom taps, showers, and bath taps in various finishes (including gold and concealed options), sold as part of the bathroom product offering.
• Underfloor Heating Underfloor heating mats (e.g., Snug 200W per m²) compatible with tile installations.
• Tile Installation Accessories (Grout, Adhesive, Silicone, Spacers, Backer Boards, Sealing & Cleaning) Range of tile fixing and finishing materials including grout (e.g., Kerakoll Fugabella), adhesive, silicone sealants, spacers and wedges, tile backer boards, sealing and cleaning products (e.g., LTP Porcelain Floor Tile Cleaner), and outdoor fixing products (e.g., Pro-Pave).
• Tile Samples Service Free tile sample service allowing customers to order up to 4 free samples per order delivered in under three working days, plus paid large samples at £2.50 each for selected floor tiles to better assess colour, finish, and quality.
• Trade Account Program Dedicated trade account program for interior designers, architects, tilers, and builders offering exclusive trade discounts, dedicated account manager, unlimited free samples, technical advice, ordering and quantity assistance, stock call-offs, and volume discounts. Sign-up via form with response within one working day.

Quantifiable outcome

• Over 500,000 customers have trusted the company for their homes
• +3 more outcomes

Named customers7 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

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• KlarnacoreTechnology or IntegrationPayment partnership enabling Buy Now, Pay Later functionality on the website. Klarna allows customers to split purchases into interest-free installments, reducing purchase friction and potentially increasing order values.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the online store, providing website hosting, shopping cart functionality, payment processing integration, and customer management systems.
• Royal MailminorChannel Partner/ Reseller/ DistributorDelivery partner for sample orders, delivering tile samples to customers. Samples typically arrive within two working days via Royal Mail or Evri courier service.
• EvriminorChannel Partner/ Reseller/ DistributorCourier delivery partner for sample orders, providing additional delivery capacity alongside Royal Mail for tile sample deliveries.
• Payment Providers (Visa, Mastercard, American Express, Apple Pay, Google Pay, Shop Pay)coreTechnology or IntegrationIntegrated payment processing through multiple providers to maximize checkout flexibility and customer conversion rates.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Wickes: UK home improvement retailer and builder merchant selling tiles, kitchens, and bathroom products across stores and online — competes for both DIY and trade tile buyers.
• B&Q: UK's largest home improvement retailer (Kingfisher group) with national store footprint selling tiles alongside thousands of other DIY categories — competes on convenience and breadth.
• Travis Perkins: UK's largest builders' merchant group supplying tiles, flooring, and building materials primarily to trade customers — overlap with Porcelain Superstore's trade segment.

Direct peers

• Tile Mountain: UK-based online specialist tile retailer selling porcelain, ceramic, and natural stone tiles direct to consumers and trade — extremely close business model match to Porcelain Superstore.
• Tile Giant: UK specialist tile retailer with both online and physical store presence serving DIY consumers and trade — direct multi-channel competitor in tile retail.
• Walls and Floors: UK tile and flooring online retailer selling porcelain, ceramic, mosaic, and LVT products via e-commerce — competes head-to-head in the same DTC tile category.
• Topps Tiles: The UK's largest tile specialist retailer with national physical showroom coverage and a strong trade program — directly competes for the same residential and trade tile buyer Porcelain Superstore targets.
• Mandarin Stone: UK specialist in natural stone and porcelain tiles with showrooms and online channels — competes in the premium porcelain tile segment Porcelain Superstore addresses.

Emerging players

• Fired Earth: Premium UK tile and home décor brand with showrooms and online channels selling designer porcelain and natural stone tiles — overlaps in higher-end tile selection.
• Hyperion Tiles: UK online tile retailer focused on porcelain, ceramic, and LVT for residential projects — narrower catalogue but overlapping DTC positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/porcelainsuper
• Pinterestpinterest.co.uk/porcelainsuper
• Xx.com/porcelainsuper

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 Porcelain Superstore