Swaffer Ltd.

What Swaffer Ltd. does

Swaffer Ltd. is a UK-based fabric design and supply company headquartered in Peterborough. The firm designs and distributes woven fabrics, including patterned jacquards, velvets, and contract-grade upholstery textiles rated up to 40,000 Martindale cycles, organized into named collections such as Rosendale, Holme, Floren, and Tetbury. Its commercial proposition combines pricing tiers, a multi-collection catalog, and product specifications oriented toward both trade buyers and retail consumers.

The company operates a multi-channel go-to-market comprising direct-to-consumer e-commerce on Shopify, a trade account and wholesale channel, and a clearance sales channel for end-of-line stock. The storefront supports multiple currencies, indicating cross-border DTC capability, and the firm maintains a digital marketing presence across Facebook, Instagram, Pinterest, email, and SEO. Public company information and recent communications indicate operational continuity rather than major restructurings, with no disclosed funding rounds, acquisitions, or leadership changes.

With a headcount of approximately 5 employees and no external capital signals, Swaffer Ltd. positions itself as a small, privately-held niche fabric specialist. Its business model relies on margin from fabric sales through differentiated design collections, breadth of contract- and domestic-grade specifications, and direct relationships with interior designers and upholsterers alongside individual consumers. The firm does not disclose revenue, customer concentration, or AI/technology capabilities beyond standard e-commerce tooling.

Name

Swaffer Ltd.

Legal name

Swaffer Ltd.

Website

https://swaffer.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Swaffer Ltd. is a UK-based, privately-held fabric designer and supplier in Peterborough selling woven upholstery and decorative textiles via DTC e-commerce, trade/wholesale accounts, and clearance channels to interior designers and retail consumers.

Ownership category

akta.pro rank

Product category

Decorative Textiles and Soft Furnishing Fabrics

NAICS

Sewing, Needlework, and Piece Goods Retailers (45913), Curtain and Linen Mills (31412), Broadwoven Fabric Mills (313210), Knit Fabric Mills (313240)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130), Retail-Apparel & Accessory Stores (5600), Broadwoven Fabric Mills, Cotton (2211), Broadwoven Fabric Mills, Man Made Fiber & Silk (2221), Knitting Mills (2250)

akta.pro primary industry

General Fabric & Textile Stores (CRALADAA)

akta.pro secondary industries

Curtains & Drapery Panels Retail (Textile Window Coverings) (CRAIALAD), Pile Fabrics & Terry Cloth Mills (Velvet/Corduroy/Terry) (IMAOABAF)

Keywords

• Decorative fabrics
• Upholstery textiles
• Soft furnishings
• Printed fabrics
• Drapery materials

Headquarters

HQ city

Peterborough

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Revenue generated from direct online sales of fabrics to consumers through their Shopify-hosted e-commerce platform. Customers can purchase fabric samples and products directly via the website with various currency options available.
2. Trade/Wholesale Distribution: Sales to trade customers including interior designers and furniture makers through their stockist network and direct trade sales. Some collections are exclusively trade-only.
3. Clearance/Special Offer Sales: Discontinued and clearance fabric sales at discounted prices, sold as remaining stock in specific meterages.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Swaffer Ltd. designs and distributes British-made decorative fabrics for soft furnishings, curtains, blinds, upholstery, and loose covers. The portfolio spans printed and woven fabrics in cotton, linen, viscose, polyester, chenille, velvet, and sheer constructions, organised into named collections (Rosendale, Holme, Floren, Tetbury, Acer, Austen Weaves, Chatoyer, Montalbano, Visage, Girones, WIND, Amoris, Gelato, Archive I, Cafe, Foray, Mineral, Toile de Jouy, Duo, En Route) plus clearance lines. Products are sold direct to consumers and trade via an own e-commerce site, a physical Peterborough showroom, and a UK stockist network, with select collections reserved exclusively for trade customers.

Product overview

Swaffer is a UK-based fabric manufacturer and retailer offering an extensive portfolio of decorative fabrics for soft furnishings, curtains, blinds, and upholstery. The product range comprises multiple organized collections: the core Swaffer Collections (organized by Print and Weave categories), plus exclusive sub-collections such as Rosendale (classic florals), Holme (Jacobean-inspired), Floren (botanical), Tetbury (heritage), Girones, WIND, Amoris (trade-exclusive flora & fauna), and Gelato (trade-exclusive plains and stripes). Products are categorized by fabric type into Prints, Weaves, Linens, Velvets, Sheers, and Cotton. Individual products feature distinct material compositions (cotton, linen, viscose-linen, polyester blends, chenille, velvet) with technical specifications including Martindale rub counts (ranging from 20,000 to 40,000 for contract use), width measurements, and pattern repeats. The company operates an e-commerce platform (powered by Shopify) with trade-exclusive collections and a physical showroom in Peterborough, UK.

Differentiator

Problem solved

Functional benefit

Products and services

• Swaffer Print and Weave Collections Core fabric collection portfolio organised into By Print Collections (Archive I, Cafe, Floren, Foray, Holme, Mineral, Rosendale, Tetbury, Toile de Jouy) and By Weave Collections (Acer, Austen Weaves, Chatoyer, Duo, En Route, Foray, Montalbano, Visage, Visage II). Designed for curtains, blinds, upholstery, loose covers, and soft furnishings in cotton, linen, viscose, polyester, and chenille compositions with multiple colourways per design. Sold to consumers and trade via e-commerce, showroom, and stockists.
• Girones Collections (UK only) UK-exclusive design collection comprising Anna Ticking, Mahon, and Ikema Colors. Distributed exclusively within the United Kingdom.
• WIND Exclusive Design (UK only) UK-exclusive design collection available only to customers in the United Kingdom.
• Amoris Collection (Trade Exclusive) Trade-exclusive flora and fauna collection featuring scaled-down ditsy prints on 85% cotton / 15% linen. Includes Palma & Prato, Amore & Cielo, Lavanda, Fauna-Anima-Cielo, and Paradiso designs. Reserved for trade customers (interior designers, upholsterers, soft furnishing professionals).
• Gelato Collection (Trade Exclusive) Trade-exclusive 100% cotton weave collection comprising herringbone (Castagna), ticking stripe (Tutti Frutti), plain weave (Nocciola), and wide stripe (Neapolitan). Suitable for drapery, upholstery, and soft furnishings. Reserved for trade customers.
• Clearance Fabrics Discontinued and clearance fabrics sold at reduced prices while stocks last, including Luxurious Chenille (Fitz collection at £8.00/m with delivery) and 100% Cotton Damask (special offer £10.00/m vs £60.00/m SRP). Sold in specific remaining metre lengths.
• Fabric Sample Service Cut fabric samples priced at £1 each with a minimum order of £3, allowing customers to evaluate fabric quality, colour, and texture before purchasing full-metre quantities. Available across the full collection range.

Quantifiable outcome

• Fabrics suitable for General Contract use with Martindale ratings up to 40,000
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights4 records

Direct peers

• Ian Mankin: British heritage fabric company producing woven and printed cotton/linen fabrics for the interior design trade. Closely comparable in British heritage positioning, product composition (cotton, linen), and trade-channel focus.
• Sanderson Design Group: UK-listed heritage design group (Sanderson, Morris & Co, Harlequin, Zoffany, Clarke & Clarke) selling premium fabrics and wallcoverings to trade and consumers. A direct comparable in British heritage fabric design with overlapping distribution channels and trade exclusivity.
• Villa Nova (Harlequin): Harlequin-group brand offering contemporary printed and woven fabrics to trade and consumer markets. Comparable in product category, distribution channels, and design-led UK heritage.
• Osborne & Little: Premium British fabric and wallpaper brand founded in the 1960s, selling through trade showrooms and stockists. Closely comparable in customer base (interior designers), product type (prints, weaves, velvets), and British heritage aesthetic.
• Romo (Romo Group): British family-owned designer of decorative fabrics, wallpapers, and trimmings distributed globally. Directly comparable in trade-channel go-to-market, multi-collection brand portfolio, and heritage positioning.
• Clarke & Clarke: UK fabric and wallcovering brand part of Sanderson Design Group, offering design-led prints and weaves to trade and retail. Overlaps with Swaffer on product range, customer base, and multi-channel distribution.
• Linwood Fabric: British fabric and wallpaper company producing prints, weaves, and velvets for interior designers. Directly comparable in product mix, trade exclusivity model, and aesthetic positioning.
• Morris & Co. Heritage British design brand under Sanderson Design Group, selling William Morris archive fabrics and wallpapers. Compares on heritage positioning, archive-derived designs, and trade/retail mix.

Broad incumbents

• Warwick Fabrics: Larger global upholstery and drapery fabric supplier with extensive wholesale distribution. Comparable in product range (velvets, weaves, prints) but operates at greater scale and broader geographic footprint than Swaffer.

Emerging players

• Mode Designs: UK fabric and wallcovering brand launched more recently, competing in the design-led decorative fabric market. Comparable in product category and UK-based operations, but smaller and earlier stage than Swaffer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/swafferfabrics
• Instagraminstagram.com/swafferfabrics
• LinkedInlinkedin.com/company/swaffer-limited

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 Swaffer Ltd.