Edward Bulmer Paint
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.
- Company typePrivate
- Founded2014
- HeadquartersLeominster, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Edward Bulmer Paint firmographics
Firmographics- 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
Edward Bulmer Paint industry classification
Industry- 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
Where Edward Bulmer Paint is headquartered
LocationHeadquarters
- HQ city
- Leominster
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Edward Bulmer Paint business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- 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.
- 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.
- Preparatory Products and Accessories: Sample pots, A5 colour cards, colour charts, hand-painted fan decks, primers, and plant soap accessories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Paint products across multiple sizes and finishes |
| Other | Pay-as-you-go | Virtual Colour Consultancy |
| Other | Pay-as-you-go | In-Store Colour Consultancy at The Townhouse, London |
| Other | Pay-as-you-go | At-Home Colour Consultancy |
| Other | Pay-as-you-go | Promotional Discounts |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels10 records
Edward Bulmer Paint product offering
Product offeringCore 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
Companies that use Edward Bulmer Paint
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles3 records
Edward Bulmer Paint technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Edward Bulmer Paint partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- London & AvaloncoreCollaboration 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 InteriorscoreExclusive 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 WilkinsonminorCollaboration with garden designer Pollyanna Wilkinson on Pollyanna's Palette - three new exterior paint colours. Garden design meets exterior paint for outdoor spaces.
- Soil AssociationcorePartnership 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 AcademyminorThird-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.
- WalpolecoreUK 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 BespokeminorFeatured 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 SaundersminorArtist 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)minorDesign brand Salon launched by Alice B Davies and Hannah Harris featuring first room design by Edward Bulmer. Collaboration around craft, sustainability, and timeless design.
- ASPIGAminorPartnership offering ASPIGA customers 10% off Edward Bulmer paint with exclusive discount code.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Edward Bulmer Paint competitors and assessment
Company assessmentDirect 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
Edward Bulmer Paint social profiles
Digital presenceEdward Bulmer Paint financial estimates
Financial estimateRevenue estimate
Valuation estimate
Edward Bulmer Paint leadership team
Management profileNumber of profiles
Profiles2 records
Edward Bulmer Paint funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Edward Bulmer Paint M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Edward Bulmer Paint
What does Edward Bulmer Paint do?
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.
Is Edward Bulmer Paint a public or private company?
Edward Bulmer Paint is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Edward Bulmer Paint founded?
Edward Bulmer Paint was founded in 2014. It employs 11 to 50 people.
Where is Edward Bulmer Paint based?
Edward Bulmer Paint is headquartered in Leominster, United Kingdom, in the Europe region.
How does Edward Bulmer Paint make money?
Three revenue lines are on record. Paint Sales are the primary driver. The others are colour Consultancy Services and preparatory Products and Accessories.
Who are Edward Bulmer Paint's main competitors?
Direct peers on record are Earthborn Paints, Farrow & Ball, Clare (paint), Little Greene, Beeck'sche Farbwerke (Beeck Mineral Paints), Backdrop (premium paint), Graphenstone and Annie Sloan / Chalk Paint. Bauwerk Limewash / Bauwerk Paints is listed as an emerging player. Dulux / AkzoNobel (Eco / Heritage ranges) is listed as a broad incumbent.
Does Edward Bulmer Paint have an API?
No public API is recorded for Edward Bulmer Paint.
What industry is Edward Bulmer Paint in?
Edward Bulmer Paint's product category is Decorative Paint. Its primary akta.pro industry code is CRAIADAF, Paint, Stain & Finishes Retail (Coatings, Sundries). Its NAICS code is 325510 and its SIC code is 2851.