Belfield Home

What Belfield Home does

Belfield Home, trading under the UK private limited company Esselle Retail Limited, is a UK-based design studio that sells made-to-measure curtains, Roman blinds, fabrics by the metre, and ready-made cushions to British homeowners. Its core offering is custom-sized window treatments manufactured across a catalog of more than 200 fabrics spanning cotton, embroidered, and jacquard constructions and organised by colour, design, and fabric type. Pricing is quote-based rather than publicly listed, and the company's IP is concentrated in design-led, trend-inspired ranges positioned around 'Proudly British-made by skilled craftspeople.'

The business runs a dual-channel go-to-market model. Customers discover and browse products on a Shopify-based e-commerce storefront, order physical fabric samples to evaluate texture and quality, and are then routed to a network of trusted local UK stockists who handle measuring, quotation, and installation for the made-to-measure orders. Cushions are sold directly online as ready-made finishing touches, while fabrics-by-the-metre are fulfilled through stockists. Marketing is content-led: filterable collection pages, room-set imagery, and an email newsletter for 'seasonal styling tips, new fabric launches, and promotions.'

Revenue mechanics are predominantly one-time purchases at wholesale pricing through stockist orders, with supplementary direct e-commerce revenue from sample and cushion sales. The geographic footprint is the UK only, with no disclosed international operations. No public listing, no external funding rounds, no headcount data, and no management team disclosures are present in the input, leaving the company's scale, ownership, and financials as material data gaps.

Name

Belfield Home

Legal name

Esselle Retail Limited

Website

https://belfield-home.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Belfield Home (legal entity Esselle Retail Limited) is a UK design studio selling made-to-measure curtains, Roman blinds (200+ fabrics), fabrics-by-the-metre, and cushions to British homeowners via Shopify e-commerce and a local stockist network.

Ownership category

akta.pro rank

Product category

Home Textiles & Window Treatments

NAICS

Window Treatment Retailers (449122), Home Furnishings Retailers (44912)

SIC

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

akta.pro primary industry

Custom Drapery & Made-to-Measure Window Coverings Retail (CRAIAKAD)

akta.pro secondary industries

Soft Home Décor Textiles Retail (Throws, Blankets, Cushion Covers) (CRAIALAG), Window Coverings Manufacturing (Curtains/Drapes/Sheers/Valances) (IMAOAKAC), Upholstery & Drapery Fabric Retail (CRALADAI)

Keywords

• Made-to-measure curtains
• Roman blinds
• Home textiles
• Soft furnishings
• Fabric by the metre

Headquarters

HQ city

Ilkeston

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Made-to-Measure Products: Custom-made curtains and roman blinds sold through a network of UK stockists. Stockists place orders on behalf of customers after facilitating measuring and installation services. Revenue flows through stockist purchases at wholesale pricing.
2. Fabric Sales by the Metre: Fabrics available to order by the metre through local stockists, allowing customers to purchase materials for DIY projects or other custom applications.
3. Ready-Made Cushions: Pre-made cushion products sold directly through the e-commerce storefront as finishing touches for home interiors.
4. Fabric Samples: Physical fabric samples available for order, enabling customers to evaluate texture, colour, and quality before committing to made-to-measure purchases. Samples are a gateway product driving final sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Belfield Home designs, manufactures, and sells made-to-measure curtains and roman blinds, decorative fabrics by the metre, and ready-made cushions for UK residential customers. The business combines a Shopify e-commerce storefront (for browsing, fabric sampling, and direct cushion sales) with a UK stockist network that handles measuring, quotation, and installation of custom-sized window treatments. The brand is positioned around British craftsmanship, trend-inspired design, and an extensive 200+ fabric library spanning cotton, embroidered, and jacquard materials.

Product overview

Belfield Home is a design-led UK-based studio offering a curated collection of made-to-measure window treatments and soft furnishings. The core product portfolio consists of custom-made Curtains and Roman Blinds (available in over 200 fabrics), Fabrics sold by the metre through local stockists, and decorative Cushions. The company operates through a network of local stockists who fulfill made-to-measure orders, with the online platform serving as a discovery and sampling channel for customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Curtains Custom-made curtains crafted to individual customer specifications, designed to suit the customer's space. Available through the e-commerce site and ordered via UK stockists who handle measuring and installation.
• Roman Blinds Stylish and practical made-to-measure roman blinds offered in over 200 fabrics across various colours, designs, and fabric types (cotton, embroidered, jacquard). Fulfilled via UK stockists for measuring and fitting.
• Fabrics Curated fabric range from timeless neutrals to bold statement prints, sold by the metre through UK local stockists for DIY projects or custom home décor applications.
• Cushions Ready-made decorative cushions ranging from subtle tones to bold motifs, sold directly via the Belfield Home e-commerce storefront as finishing touches for home interiors.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature2 records

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Swift Direct Blinds: Swift Direct Blinds is a UK online retailer of made-to-measure blinds and curtains with sample services. It targets the same made-to-measure, UK-domestic, sample-driven customer that Belfield Home serves.
• Tuiss Blinds Online: Tuiss is a UK online made-to-measure blinds and curtains retailer offering a broad fabric catalogue with sample ordering. It competes head-to-head with Belfield Home on digital sample-to-measure blind conversion in the UK.
• Hillarys: Hillarys is the UK's largest made-to-measure blinds, curtains, and shutters retailer, operating an in-home consultation model. It is the most direct competitor to Belfield Home on made-to-measure window treatments, fabric range, and UK stockist/coverage model.
• Terrys Fabrics: Terrys Fabrics is a UK made-to-measure curtain, blind, and fabric retailer offering an extensive range with sample ordering. It directly competes with Belfield Home on made-to-measure curtains, fabric-by-the-metre, and sample-driven online conversion.
• 247 Blinds: 247 Blinds is a UK-made made-to-measure blinds and curtains manufacturer-retailer with a wide product range and sample service. It is comparable to Belfield Home on UK manufacturing origin and made-to-measure curtain/blind proposition.

Broad incumbents

• The White Company: The White Company is a UK premium home and lifestyle brand selling curtains, blinds, cushions, and bedding online and through stores. It targets a similar design-conscious UK customer as Belfield Home but with a wider premium lifestyle assortment.
• Dunelm: Dunelm is the UK's largest homewares retailer, offering curtains, blinds, cushions, and fabrics across a very broad assortment. It competes with Belfield Home on price-led curtains and cushions but is far broader and mass-market.
• IKEA: IKEA is a global mass-market home furnishings retailer with ready-made curtains, blinds, and cushions. It competes with Belfield Home at the entry-level, ready-made end of the UK window-treatment category rather than in made-to-measure.
• John Lewis Home: John Lewis & Partners operates a premium UK department-store home furnishings range including curtains, blinds, and soft furnishings with made-to-measure services. It overlaps with Belfield Home on premium UK-made curtains and design-led soft furnishings, but as part of a much broader retail portfolio.

Emerging players

• Loaf: Loaf is a UK direct-to-consumer home furnishings brand best known for sofas but expanding into curtains, blinds, cushions, and soft furnishings. It shares Belfield Home's made-to-order, design-led UK positioning but is earlier-stage in window treatments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

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 Belfield Home