Mineheart Limited

What Mineheart Limited does

Mineheart Limited is a privately-held UK e-commerce retailer specializing in luxury designer home décor, headquartered in Sawtry, Cambridgeshire. The company sells wallpapers, wall art, lighting, rugs, furniture, cushions, homeware, and fashion & fabrics through a Shopify-powered direct-to-consumer storefront with global shipping and multi-currency support (GBP, EUR, USD). Its product portfolio spans approximately 625+ active SKUs, anchored by 334 wallpaper designs and 303 wall art pieces, and is built around exclusive collaborations with named designers and artists including Young & Battaglia, Kirin Young, Carolyn Jenkins, Courtney Brims, Emanuele Pangrazi, Himitsuhana, Angela Rossi, Stefano Bonazzi, and Michael Banks. The company also offers a customisation and bespoke wall art service for interior design projects.

The business operates a hybrid go-to-market combining self-serve DTC e-commerce with a B2B trade and retail account program targeting interior designers and architects. Unit pricing is the sole revenue model, with wallpapers priced from £1.92 to £252.80 per roll and wall art from £43.20 to £1,099.20, alongside periodic clearance promotions (50% off with code CLEAR50) and a first-order 15% discount code (WELCOME15). Marketing is conducted through content marketing, email newsletter, organic social, press/influencer/affiliate programs, and a customer loyalty program, supplemented by the Mineheart Interior Design Awards as a community-engagement initiative. Markets served include the UK, broader Europe, and the United States.

The company is independently operated with no disclosed parent company, no institutional investors, no external funding, and no management team disclosed in the available data. Tracking customer concentration is difficult given the absence of named customer logos; the served base is a mix of homeowners (SMB/individual), interior designers, and architects, with stated expertise in trompe l'oeil wallpapers and signature designer aesthetics. The company also extends into adjacent lifestyle categories (fashion fabrics, homeware) and is actively running inventory clearance activity, suggesting either end-of-cycle stock management or demand-activation pricing.

Name

Mineheart Limited

Legal name

Mineheart Ltd

Website

https://mineheart.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Mineheart Limited is a privately-held UK DTC e-commerce retailer of luxury designer home décor — wallpapers, wall art, lighting, rugs, furniture, cushions, and homeware — selling globally via Shopify to homeowners, interior designers, and architects through exclusive designer collaborations and a B2B trade account program.

Ownership category

akta.pro rank

Product category

Luxury Home Décor

NAICS

Home Furnishings Retailers (44912)

SIC

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

akta.pro primary industry

Luxury Home & Lifestyle (Tableware, Decor, Home Textiles) (CRAKAFAI)

akta.pro secondary industries

Wall Décor Retail (Art Prints, Mirrors, Clocks, Wall Hangings) (CRAIACAA), Soft Home Décor Textiles Retail (Throws, Blankets, Cushion Covers) (CRAIALAG)

Keywords

• Designer wallpapers
• Luxury home décor
• Wall art prints
• Designer furniture
• Interior lighting

Headquarters

HQ city

Sawtry

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales of wallpapers, wall art, lighting, rugs, furniture, cushions, and homeware through mineheart.com. Physical products sold at various price points with periodic clearance sales.
2. Trade Accounts: B2B trade and retail account programs for interior designers and architects

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Mineheart Limited designs, produces and retails luxury home décor products including wallpapers, wall art prints, lighting, rugs, furniture, cushions, homeware, and fashion & fabrics. The company sells through its own Shopify-powered e-commerce storefront to consumers and offers dedicated trade accounts for interior designers, architects and design professionals.

Product overview

Mineheart Limited operates as an online luxury home decor e-commerce retailer offering a curated portfolio of designer wallpapers, wall art, lighting, rugs, furniture, cushions, homeware, and fashion & fabrics. The product lineup is organized around core categories with distinct sub-brands and designer collaborations. The wallpaper collection includes proprietary collections like Moderna (geometric stucco/shimmer patterns) and Classico (damask/floral/linen), complemented by designer partnerships with Young & Battaglia (panelling/bookshelf), Kirin Young (feathers), Carolyn Jenkins (botanical/chinoiserie), Courtney Brims (nature patterns), Emanuele Pangrazi (stone effects), and others. The wall art offering spans canvas prints, framed prints, limited editions, and original works across styles including Modernaissance (Renaissance-meets-modern fusion), contemporary, pop art, and surreal. The company also provides bespoke/customisation services for interior design projects, positioning itself as a favorite among interior designers, architects, and luxury home enthusiasts worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Designer Wallpapers
• Wall Art Prints
• Lighting
• Rugs
• Furniture
• Cushions
• Homeware
• Fashion & Fabrics
• Sale and Clearance Collection
• Trade Account Program

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• House of Hackney: UK luxury designer home décor brand offering bold-print wallpapers, fabrics, lighting, and homeware. Closely comparable in style (trompe l'oeil, bold patterns), luxury positioning, and multi-category DTC structure.
• Lime Lace: UK designer home furnishings retailer curated around statement wallpapers, accessories, and furniture. Comparable curated-luxury positioning and customer overlap with Mineheart.
• Rockett St George: UK online retailer of quirky, designer-led homeware, lighting, art, and furniture. Comparable as a statement-driven, multi-category décor destination with overlapping customer base.
• Graham & Brown: Iconic UK wallpaper and wall décor brand selling designer collections directly to consumers and trade. Highly comparable in product mix (wallpaper + wall art) and UK-centric D2C/trade model.
• Timorous Beasties: Designer wallpaper, fabric, and homeware brand known for bold, artistic patterns. Comparable in proprietary designer-led aesthetic and luxury positioning.
• Woodchip & Magnolia: UK designer wallpaper and home décor brand with a strong trade and D2C business. Directly comparable product (luxury designer wallpaper) and trade-account model.
• Murals Wallpaper: UK-headquartered online wallpaper specialist with massive SKU breadth and customization. Comparable as a digital-first, designer-wallpaper retailer with global shipping.

Broad incumbents

• Farrow & Ball: Established UK heritage brand in paint and wallpaper with strong designer reputation. More diversified and incumbent, but competes in the same designer wallpaper category.
• Harlequin (Sanderson Design Group): UK designer wallpaper and fabric brand within Sanderson Design Group. Comparable premium wallpaper offering, but operating as part of a multi-brand licensed portfolio.
• Anthropologie: Global multi-category lifestyle retailer selling curated wall art, wallpaper, lighting, rugs, and furniture. Comparable assortment and target customer, but at significantly larger scale and broader reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/mineheartdesign
• Facebookfacebook.com/lovabledesign

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 Mineheart Limited