GRANITE AND SMOKE LIMITED

What GRANITE AND SMOKE LIMITED does

Granite and Smoke Limited (trading as Granite + Smoke) is a UK private limited company founded in 2019 by Lindsey Hesketh and Claire Canning, operating a direct-to-consumer luxury homeware brand. The company designs and sells throws, blankets, cushions, quilts, wall hangings, rugs, hot water bottles, and cashmere socks through its own Shopify e-commerce storefront with international shipping on enquiry, multi-currency pricing (USD, GBP, EUR among others), and various payment options including Shop Pay, Apple Pay, Google Pay, and bank transfer. Unit prices range from approximately $53 for cashmere socks to $3,831 for hand-tufted rugs, and the product mix is anchored by cashmere/lambswool throws ($300-$700) and recycled wool blankets ($300-$500).

The underlying production model combines Jacquard loom weaving, hand-tufting, and hand-finishing by specialist craftspeople, with manufacturing executed through long-term partnerships with a Scottish mill dating to 1866 (cashmere and lambswool throws), a 150-year-old Northern England mill (recycled wool blankets), Roger Oates Design in Devon (hand-tufted British wool rugs), and Safomasi in Delhi (GOTS organic cotton quilts and wall hangings). Materials are certified by the Sustainable Fibre Alliance (cashmere), Sustainawool (mulesing-free lambswool), and GOTS (organic cotton), and the company operates a recycled wool textile process using post-consumer textile waste. Core technology is craft-based rather than software-based; no APIs, integrations, or AI/ML capabilities are disclosed.

Revenue is generated through one-time transactional DTC sales with no subscription, licensing, or recurring component. Distribution is single-channel through the Shopify storefront, supported by an organic marketing mix across Instagram, Pinterest, Facebook, Twitter, and an email newsletter offering a 10% first-order incentive. The customer base is design-conscious and sustainability-oriented luxury homeware consumers, served horizontally across use cases rather than concentrated in named enterprise accounts.

Name

GRANITE AND SMOKE LIMITED

Legal name

Granite and Smoke Limited

Website

https://graniteandsmoke.com

Company type

Private

Founded year

2019

Operating status

Operating

Short description

Granite and Smoke Limited is a UK-based, founder-owned luxury homeware brand founded in 2019, selling sustainably made throws, cushions, rugs, quilts, and accessories direct-to-consumer through its Shopify storefront to design-conscious and sustainability-oriented consumers worldwide.

Ownership category

akta.pro rank

Product category

Luxury Home Textiles

akta.pro primary industry

Outdoor & Performance Home Textiles Manufacturing (Awning/Patio Cushions/UV-Resistant Home Fabrics) (IMAOAKAJ)

Keywords

• Luxury home textiles
• Artisan woven throws
• Recycled wool blankets
• Cashmere homewares
• Sustainable cushions rugs

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce product sales: One-time transaction sales of luxury homewares through their direct-to-consumer Shopify e-commerce platform. Products include throws, cushions, quilts, wall hangings, rugs, hot water bottles and cashmere socks. Prices range from approximately $62 to $3,831 per item.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Granite + Smoke designs and sells contemporary, artisan-made luxury homewares including throws, blankets, cushions, quilts, rugs, wall hangings, hot water bottles and cashmere socks. Products are hand-finished by specialist craftspeople using premium sustainable materials such as ethically sourced cashmere, lambswool, recycled wool from post-consumer textile waste, and GOTS certified organic cotton, woven on traditional Jacquard looms at historic UK mills.

Product overview

Granite + Smoke is a luxury homeware brand creating contemporary enduring textiles inspired by London's architectural landscape and modernist colors. The company offers a diverse portfolio of products across two main categories: cashmere and lambswool throws (woven at a historic Scottish mill dating back to 1866) and recycled wool blankets/cushions (made at a 150-year-old mill in Northern England from post-consumer textile waste). The product range includes throws, blankets, cushions, quilts (GOTS organic cotton), wall hangings (both converted blankets and standalone art), rugs (hand tufted in collaboration with Roger Oates Design), hot water bottles, and cashmere socks. The brand emphasizes sustainability through use of recycled materials, ethical sourcing (certified cashmere via Sustainable Fibre Alliance and Sustainawool), and eco-conscious packaging. Bold graphic patterns are inspired by London's brutalist architecture and modernist design.

Differentiator

Problem solved

Functional benefit

Products and services

• Cashmere and lambswool throws Premium throws woven in Scotland from ethically and sustainably sourced cashmere and lambswool, certified by Sustainable Fibre Alliance and Sustainawool. Made at a historic 1866 mill combining traditional weaving and modern production, with twelve quality processes applied to each throw.
• Recycled wool blankets Mid-weight double-sided blankets woven on Jacquard looms at a 150-year-old Northern England mill from 100% post-consumer textile waste (70% recycled wool, 30% recycled other yarns), with bold graphic patterns inspired by London's brutalist architecture.
• Recycled wool cushions Double-sided cushions made from 100% post-consumer textile waste (70% recycled wool, 30% recycled other yarns), woven on Jacquard looms at a historic Northern England mill with bold geometric patterns.
• Quilts Hand patch-worked and machine quilted quilts made from GOTS certified organic cotton, hand screen printed using AZO-free water based inks, and finished by artisans in Delhi paid fair wages in clean, safe working conditions.
• Rugs Hand-tufted rugs produced in collaboration with Roger Oates Design in Devon, UK, using 100% British blended wool spun and dyed in Yorkshire. Each rug is sculpted by specialist hand techniques to create a 3D pile effect enhancing geometric patterns. Custom sizes available.
• Wall hangings and art Wall hangings that are blankets converted with a hanging panel sewn onto the reverse, alongside standalone textile art pieces and limited edition appliqued tapestries produced from factory offcuts, salvage and dead-stock materials.
• Hot water bottles Recycled wool hot water bottle covers made in the UK with patterns from the main collection, paired with a 2L natural rubber inner bottle certified to British Standards.
• Cashmere socks Women's ribbed ankle socks made from 100% cashmere, providing thermal regulation for comfort in varying temperatures. Made in Scotland, one size fits UK4-7.

Quantifiable outcome

• All excess weaving salvage collected and transformed into other products, reducing manufacturing waste
• +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

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• 2LG StudiocoreStrategic or Co-development Partner · 1 January 2023Collaboration with 2LG Studio for exclusive wall hanging art tapestries and blankets. Partnership created for London Design Festival '23 exhibition 'You Can Sit With US'. Designs embody mutual passion for colour, craftsmanship and sustainability. Limited edition one-off pieces created from factory off cuts, salvage and dead-stock materials.
• Roger Oates DesigncoreStrategic or Co-development PartnerCollaboration with British rug makers Roger Oates Design for hand-tufted rug collection. Rugs made in Devon, UK using 100% British blended wool spun and dyed in Yorkshire. Each rug sculpted by specialist hand techniques to create 3D pile effect. Partnership combines cutting edge technology with traditional techniques.
• SafomasiminorStrategic or Co-development PartnerPartnership with Safomasi, a small family-run artisan studio in India for quilted wall hanging and quilt production. Products made using GOTS certified organic cotton fabric screen printed using AZO-free water based inks. Tailors in Delhi paid fair wages in clean, safe working environment.
• Scottish Mill (Est. 1866)coreTechnology or IntegrationLong-term manufacturing partnership with historical Scottish weaving mill dating back to 1866 for cashmere and lambswool throw production. Products go through twelve quality processes ensuring highest standards. Combination of traditional weaving and modern production techniques.
• Northern England Mill (Est. 150 years)coreTechnology or IntegrationPartnership with historic 150 year old mill in North of England, the last remaining traditional weaver in a town that in late 1920s boasted over 100,000 looms. Woven on Jacquard looms for recycled wool blanket production.
• Sustainable Fibre AllianceminorOthersAccredited supplier partnership for sustainably sourced cashmere. Materials certified to meet highest standards of animal welfare, environmental care, and social sustainability.
• SustainawoolminorOthersCertification partnership for lambswool sourcing. Lambswool is mulesing free and certified by Sustainawool, sourced from farms committed to best practices in land and animal welfare.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Molly Mahon: UK-based designer and maker of bold-patterned home textiles including throws, cushions, and wall hangings sold DTC. Comparable as a small, founder-led UK brand with strong graphic-pattern DNA and limited-edition artisan positioning.
• Johnstons of Elgin: Heritage Scottish cashmere and wool mill producing luxury throws, blankets, and knitwear. Closely comparable on materials and craftsmanship; Granite + Smoke sources cashmere throws from a Scottish mill with a similarly long heritage dating to 1866.
• TBCo (The British Blanket Company): Scottish heritage blanket brand selling wool throws, blankets, and home accessories DTC. Comparable on wool-blanket category, UK/Scottish sourcing, and premium DTC positioning.
• Toast: UK homewares and womenswear brand selling handcrafted textiles, blankets, and home goods through its own e-commerce site. Comparable as a UK-based, design-led DTC brand with an artisan, slow-production aesthetic.
• Boll & Branch: US DTC premium home textile brand built on an ethically sourced, sustainably manufactured positioning. Comparable for its sustainability-led marketing, premium pricing, and direct-to-consumer home textile model.
• The White Company: UK-based DTC luxury homeware brand selling premium bedding, throws, and home accessories online and through own stores. Directly comparable as a UK-headquartered, premium-priced home textile brand with a sustainability-leaning proposition.
• Designers Guild: British designer and manufacturer of premium furnishing fabrics, wallcoverings, and home accessories. Directly comparable product portfolio (throws, cushions, textiles) with a strong pattern-led design language similar to Granite + Smoke's architectural aesthetic.
• Brooklinen: US-based DTC premium bedding and home textile brand selling sheets, throws, and loungewear online. Comparable as a digitally native premium home textile brand targeting design-conscious consumers.

Broad incumbents

• Frette: Global luxury linen and home textile house with multi-category offerings and wholesale distribution in luxury hotels and retailers. Comparable at the product level (premium linens and textiles) but operates at a much larger, multi-channel scale.

Emerging players

• Roger Oates Design: British hand-tufted rug maker based in Devon that produces Granite + Smoke's rug collection under a collaboration. Comparable as a UK artisan rug maker with a similar craftsmanship-led, limited-run approach to design-forward floor coverings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/graniteandsmoke

Compliance3 records

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 GRANITE AND SMOKE LIMITED