Royale Stones

What Royale Stones does

Royale Stones is a privately held UK retailer of porcelain and natural stone tiles, paving, and complementary bathroom and outdoor living products, founded in 2012 and headquartered in Lincoln, England. The company sells a broad catalog spanning outdoor porcelain paving (across Essential, Signature, and Reserve collections), natural stone paving (limestone, sandstone, granite, marble, slate), indoor porcelain and ceramic tiles with multiple effects (marble, travertine, stone, wood, concrete, onyx, terrazzo), luxury vinyl tile, laminate flooring, complete bathroom suites (vanities, basins, taps, showers), acoustic wall panels, and installation essentials (grouts, sealers, adhesives, pedestals). Products are priced per square metre from approximately £14.95 to £60 and are distributed through a hybrid model: an e-commerce storefront (royalestones.co.uk) offering nationwide delivery, plus five physical showrooms in Watford, Birmingham, Lincoln, Peterborough, and Kent. The business also operates a B2B trade account program with exclusive pricing and bulk-order benefits for contractors and developers, and offers V12 Finance 0% APR instalment plans to consumer buyers. The company claims a base of more than 100,000 customers and employs between 51 and 100 staff, with no disclosed institutional investors, funding rounds, or parent company.

Name

Royale Stones

Legal name

Royale Stones

Website

https://royalestones.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Royale Stones is a UK-based retailer of porcelain and natural stone tiles, paving, and bathroom products, selling through an e-commerce site and five showrooms to homeowners and trade professionals across England.

Ownership category

akta.pro rank

Product category

Tile and Paving Retail

NAICS

Brick, Stone, and Related Construction Material Merchant Wholesalers (42332)

akta.pro primary industry

Tile & Stone Specialty Retail (CRAIAGAA)

Keywords

• Porcelain paving
• Natural stone tiles
• Bathroom tiles
• Indoor porcelain tiles
• Tile retailer

Headquarters

HQ city

Lincoln

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Product Sales: Direct retail of porcelain tiles, natural stone paving, bathroom products, outdoor living items, and tiling essentials (adhesives, grouts, sealers). One-time product purchases with optional financing through V12 Finance.
2. Trade Account Program: Exclusive trade pricing and bulk order benefits for trade professionals, providing recurring B2B revenue through professional customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Royale Stones is a UK-based tile and paving retailer that sells outdoor porcelain paving, natural stone paving (limestone, sandstone, granite, marble and slate), indoor porcelain and ceramic tiles, complete bathroom collections, outdoor living products, and tiling essentials. Products are available through a nationwide e-commerce website with delivery across the UK and five physical showroom locations in Lincoln, Watford, Birmingham, Peterborough and Kent. The company also operates a trade account program offering exclusive pricing and bulk order benefits for trade professionals.

Product overview

Royale Stones is a UK-based tile and paving retailer offering a comprehensive portfolio of surface materials and bathroom products. The core offerings include Outdoor Porcelain Paving (in Essential, Signature, and Reserve collections), Natural Stone Paving (Limestone, Sandstone, Granite, Marble & Slate), and extensive Indoor Tile ranges featuring porcelain, ceramic, luxury vinyl, and laminate options in various effects (marble, stone, wood, concrete, travertine). The company also provides complete Bathroom Solutions encompassing vanity units, basins, taps, mirrors, showers, and radiators. Supporting products include Acoustic Wall Panels, Outdoor Living items (pergolas, planters, composite decking), and Paving Essentials (grouts, sealers, adhesives, spacers, pedestals). Products are available in multiple sizes and finishes, with nationwide delivery and five showroom locations across the UK.

Differentiator

Problem solved

Functional benefit

Products and services

• Outdoor Porcelain Paving Durable outdoor porcelain tiles designed for patios, gardens, walkways, and external floor applications, available in various sizes and organised into Essential, Signature, and Reserve collections. Targets residential homeowners undertaking outdoor projects.
• Natural Stone Paving Natural stone products including Limestone, Sandstone, Sawn Sandstone, Granite, and Marble & Slate for outdoor landscaping applications such as patios, paths, and garden features.
• Indoor Porcelain Tiles Wide range of porcelain tiles for indoor floor and wall applications featuring marble effect, stone effect, wood effect, concrete effect, and travertine effect finishes in multiple sizes.
• Bathroom Collection Complete bathroom solutions including vanity units (wall hung, double, freestanding), basins (marble, porcelain, travertine, ceramic), taps and wastes, mirrors, showers, and radiators and towel rails.
• Acoustic Wall Panels Acoustic slat wood panels for sound absorption and aesthetic wall treatments in residential and commercial interiors.
• Outdoor Living Products Landscaping and outdoor furniture products including pergolas, garden furniture, Italian planters, composite decking, and corten steel edging for garden and outdoor living spaces.
• Steps, Coping and Walling Outdoor architectural elements including edging stone, outdoor wall cladding, bullnose steps and coping stones, and cobbles and setts.
• Pavers Paving materials including clay pavers, limestone pavers, and sandstone pavers for driveways and pathways.
• Ceramic Tiles Ceramic wall and floor tiles available in various styles including metro, brick effect, and patterned designs for bathroom and kitchen applications.
• Luxury Vinyl Tile Luxury vinyl tile products for indoor flooring applications, providing a resilient alternative to porcelain and stone.
• Laminate Flooring Laminate flooring products designed to replicate natural stone and wood appearances at accessible price points.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights6 records

Direct peers

• Stone Superstore: UK online retailer focused on natural stone and porcelain tiles, with a smaller showroom presence. Directly comparable product catalog (limestone, sandstone, slate, porcelain paving) and target customer base to Royale Stones.
• Tile Giant: UK tile and flooring specialist retailer operating a hybrid showroom and online model. Comparable to Royale Stones in product mix (porcelain, ceramic, natural stone), target customer (DIY homeowners and trade), and price-tiered positioning.
• Fired Earth: UK premium tile and natural stone specialist with showrooms across the country. Comparable to Royale Stones in natural stone, marble-effect, and premium tile ranges, and in serving trade and consumer customers seeking design-led product.
• Topps Tiles: Largest UK specialist tile retailer with a nationwide chain of ~300+ stores. Directly competes with Royale Stones in porcelain, ceramic, and natural stone tile sales to consumers and trade customers, with overlapping product ranges, trade-account programs, and omnichannel distribution.
• Walls and Floors: Online-first UK tile retailer offering porcelain, ceramic, and natural stone tiles at competitive price points. Comparable to Royale Stones on catalog breadth, target customer base, and competitive pressure on mid-market tile SKUs.
• Mandarin Stone: UK natural stone and tile specialist with showrooms. Closely comparable to Royale Stones' natural stone and limestone/sandstone paving ranges, serving similar trade and consumer renovation customers at the premium end of the market.

Broad incumbents

• B&Q: UK's largest home improvement retailer with nationwide superstores and broad tile/flooring ranges. Overlaps with Royale Stones on tile, flooring, bathroom, and outdoor categories, but competes as a generalist with much wider assortment and scale.
• Wickes: UK home improvement retailer serving DIY and trade customers with kitchens, bathrooms, tiling, and building materials. Comparable to Royale Stones on trade-account customer base and tile/bathroom adjacency, but operating at significantly larger scale with broader categories.
• Travis Perkins: UK builders' merchant serving trade professionals with bricks, blocks, landscaping, and tile-related products. Comparable to Royale Stones' trade-account program and B2B supply model, but with a much broader construction-materials portfolio.

Regional players

• Garden Trading: UK home and garden lifestyle retailer with overlapping outdoor living, garden furniture, and home accessory categories. Comparable to Royale Stones' Outdoor Living category (pergolas, planters, garden furniture) as a cross-sell adjacency rather than a direct tile competitor.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/royalestones
• Xx.com/royalestones
• Facebookfacebook.com/RoyaleStones
• LinkedInlinkedin.com/company/royale-stones-ltd

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 Royale Stones