Edward Bulmer Paint

What Edward Bulmer Paint does

Edward Bulmer Natural Paint (legal entity Natural Paint UK Ltd, Companies House No. 11061886) is a UK-based specialist manufacturer of plant-based paints founded by the interior designer Edward Bulmer. The company formulates interior and exterior paints using natural and mineral pigments (iron oxide, ochre, Prussian blue, plant-derived colourants), offering three core finishes (Emulsion, Water-Based Eggshell, Water-Based Gloss) in sizes from 375ml to 5L, alongside a curated catalogue of 100+ colours grouped into collections such as The Chatsworth Collection, Our Precious Earth Palette, The Modern Country Palette, Pollyanna's Palette, and Nursery Paint. All ingredients are transparently declared on labelling, the paint is home compostable, and formulations are breathable for lime plaster and heritage buildings. The company sells via direct-to-consumer e-commerce, a London showroom at 69 Pimlico Road (The Townhouse), a trade program for interior designers and decorators, a UK retail stockist network, and direct delivery to the USA.

The business monetises through unit-priced paint sales, paid colour consultancy services in virtual, in-store, and at-home formats (with consultancy clients receiving a 10% discount on paint orders), and a mix of preparatory products and accessories such as colour cards and sample pots. Founded by Edward Bulmer, the brand commands a luxury positioning underpinned by Walpole membership, B Corp certification, Soil Association and ASBP affiliations, and consistent editorial coverage in leading UK shelter publications. Recent commercial activity has centred on designer-led collaborations (Carlos Garcia, Pollyanna Wilkinson, London & Avalon) that extend the brand into adjacent lifestyle categories such as garden colour palettes and bed linen. The company is founder-owned (Edward Bulmer Ltd sits above the trading entity), has no disclosed external investment, and operates with a small headcount from its manufacturing headquarters at Court of Noke, Pembridge, Herefordshire.

Name

Edward Bulmer Paint

Legal name

Natural Paint UK Ltd

Website

https://edwardbulmerpaint.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Edward Bulmer Natural Paint is a UK-based manufacturer of plant-based wall paints for residential, interior designer, and heritage property customers, selling via DTC, a London showroom, trade accounts, and USA delivery, alongside paid colour consultancy services.

Ownership category

akta.pro rank

Product category

Decorative Paint

NAICS

Paint and Coating Manufacturing (325510), Paint and Coating Manufacturing (32551), Paint, Coating, and Adhesive Manufacturing (3255), Paint and Wallpaper Retailers (444120)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)

Keywords

• Natural paint manufacturing
• Plant-based paint
• Architectural coatings
• Colour consultancy
• Heritage interior paint

Headquarters

HQ city

Leominster

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint Sales: Core revenue from selling natural paint in various finishes (emulsion, water-based eggshell, water-based gloss) in multiple sizes (375ml, 1L, 2.5L, 5L). Paint is mixed to order to reduce waste.
2. Colour Consultancy Services: Paid colour consultation sessions (virtual, in-store at The Townhouse, at-home) generating service revenue and driving paint sales with 10% discount for clients.
3. Preparatory Products and Accessories: Sample pots, A5 colour cards, colour charts, hand-painted fan decks, primers, and plant soap accessories.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Edward Bulmer Paint manufactures and sells natural, plant-based, breathable paints for interior use, including Emulsion, Water-Based Eggshell, and Water-Based Gloss finishes across an extensive heritage-inspired colour palette. The company complements its paint products with expert colour consultancy services delivered virtually, in-store at its London Townhouse, and at-home, alongside preparatory products such as primers, grip coats and accessories.

Product overview

Edward Bulmer Natural Paint offers a comprehensive range of natural plant-based paints and colour consultancy services. The core product portfolio includes Natural Paint Colours available in three finishes: Emulsion (soft matt for walls/ceilings), Water Based Eggshell (satin for woodwork/metalwork), and Water Based Gloss (high sheen for interior/exterior woodwork/metalwork), sold in sizes from 375ml to 5L. Supporting products include Sample Pots (60ml), A5 Colour Cards, Hand Painted Fan Deck, A5 Colour Box, Colour Charts, and Preparatory Products (Primers, Grip Coat, Plant Soap). The company offers professional Colour Consultancy services in three formats: Virtual, In-Store at The Townhouse (London), and At-Home consultations. Colour collections include sub-brands such as Our Precious Earth Palette (12 seasonal earth-tone colours in partnership with Soil Association), The Modern Country Palette (3 colours with Carlos Garcia), The Chatsworth Collection, The Pomona Palette, Forever Favourites (12 best-loved shades), The Northern Light Palette, Nursery Paint, and Bespoke By Bulmer custom colour matching. The company also provides a Paint Calculator tool and publishes The Colourful Past book by Edward Bulmer.

Differentiator

Problem solved

Functional benefit

Brands

• Our Precious Earth Palette: Twelve colours made from earth and mineral pigments created in partnership with the Soil Association for its 80th anniversary
• The Modern Country Palette
• The Chatsworth Collection
• Pollyanna's Palette
• Nursery Paint Collection
• The Restoration Collection

Products and services

• Natural Paint Emulsion

Quantifiable outcome

• Paint is home compostable - end-of-life sustainability
• +2 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• London & AvaloncoreStrategic or Co-development PartnerCollaboration on The Restoration Collection - a bed linen range featuring colours inspired by Edward Bulmer Natural Paint (Jonquil, Ethereal Blue, and Fawn). Represents a lifestyle extension partnership bringing Edward Bulmer colours into bedroom textiles. Both brands share values of natural materials, sustainability, and quality craftsmanship.
• Carlos Garcia InteriorscoreStrategic or Co-development PartnerExclusive partnership with renowned interior designer Carlos Garcia for The Modern Country Palette - three new colours (Iznik, Karapinar, Mocha Blue) inspired by history, travel, and timeless craftsmanship. Garcia is described as a long-time friend and client of Edward Bulmer. Coordinating fabrics and wallpapers available exclusively through Carlos Garcia Interiors.
• Pollyanna WilkinsonminorStrategic or Co-development PartnerCollaboration with garden designer Pollyanna Wilkinson on Pollyanna's Palette - three new exterior paint colours. Garden design meets exterior paint for outdoor spaces.
• Soil AssociationcoreStrategic or Co-development PartnerPartnership with the Soil Association to mark its 80th anniversary, creating Our Precious Earth Palette - twelve colours made from earth and mineral pigments reflecting commitment to the natural world. Represents shared values around sustainability, organic farming, and environmental responsibility.
• Create AcademyminorGTM or Marketing PartnerThird-party partnership for online learning/content where Edward Bulmer content may be featured. Mentioned in privacy policy as trusted third party with which personal data may be shared for marketing purposes.
• WalpolecoreGTM or Marketing PartnerUK luxury brand organization representing Edward Bulmer Natural Paint among Britain's finest luxury brands. Provides networking, mentoring (through Brands of Tomorrow programme), and marketing exposure within the luxury sector.
• Holmes BespokeminorGTM or Marketing PartnerFeatured as fellow Walpole Brands of Tomorrow 2023 alumni. Holmes Bespoke (bespoke rug maker) was hosted in Edward Bulmer's London showroom for a pop-up event.
• Saskia SaundersminorGTM or Marketing PartnerArtist exhibiting 'Nurture' exhibition at the London showroom, created with natural materials and Edward Bulmer plant-based paints. Part of conscious collaboration programming at showroom.
• Salon (Design Brand)minorStrategic or Co-development PartnerDesign brand Salon launched by Alice B Davies and Hannah Harris featuring first room design by Edward Bulmer. Collaboration around craft, sustainability, and timeless design.
• ASPIGAminorGTM or Marketing PartnerPartnership offering ASPIGA customers 10% off Edward Bulmer paint with exclusive discount code.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Earthborn Paints: UK natural/eco paint brand emphasising toxin-free, breathable formulations — a more mass-market but functionally closest peer on the natural-paint positioning.
• Farrow & Ball: UK premium heritage paint brand with 100+ colours, strong interior-designer trade program and DTC ecommerce — the closest direct competitor targeting the same design-literate, period-property consumer.
• Clare (paint): US DTC premium paint subscription brand targeting design-savvy homeowners. Comparable on digital-first, sample-led, consumer-direct model rather than category.
• Little Greene: British heritage paint maker offering period-inspired colours via showroom, trade accounts and DTC. Competes head-to-head in the same designer/specifier channel and price tier.
• Beeck'sche Farbwerke (Beeck Mineral Paints): Historic German maker of silicate/mineral paints for listed and heritage buildings. Comparable on natural-pigment, breathable technology rather than UK retail footprint.
• Backdrop (premium paint): US DTC premium paint brand with designer-curated colour stories and direct-to-home shipping — comparable on premium DTC model and interior-designer alignment, though US-focused.
• Graphenstone: UK-distributed eco-paint brand marketing lime-based, natural-pigment coatings for heritage/breathable applications. Overlaps with Edward Bulmer's lime-plaster and period-property value proposition.
• Annie Sloan / Chalk Paint: UK-based decorative paint brand selling through independent stockists and DTC to a comparable DIY/design-literate audience with strong media presence.

Emerging players

• Bauwerk Limewash / Bauwerk Paints: Specialist limewash and mineral paint brand focused on natural finishes and health-conscious consumers; overlaps on breathable/lime-plaster heritage niche but smaller international reach.

Broad incumbents

• Dulux / AkzoNobel (Eco / Heritage ranges): Mass-market paint giant increasingly launching low-VOC and heritage palettes. Not a peer on positioning but the dominant competitive force setting consumer expectations and retailer shelf access.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/ebnaturalpaint
• YouTubeyoutube.com/channel/UCz0gpDElcfNqC--GkS0Mf8A
• Facebookfacebook.com/EdwardBulmerPaint
• LinkedInlinkedin.com/company/edward-bulmer-natural-paint
• Instagraminstagram.com/edwardbulmerpaint
• Pinterestpinterest.co.uk/edwardbulmerpaint

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Edward Bulmer Paint