What Sanderson Design Group does

Sanderson Design Group is a privately held British heritage interiors company, founded in 1860 and headquartered in London with a design studio in Chiswick, that designs, manufactures and markets premium wallpapers, fabrics, paint and interior trimmings. Its product portfolio spans 981 fabric SKUs (prints, weaves, velvets, embroidered fabrics), wallpapers in both paste-the-paper and paste-the-wall formats priced up to £382 per roll, water-based paints (Active Emulsion and Water Based Eggshell), and complementary trimmings and wallpaper accessories. Manufacturing relies on a combination of digital and traditional printing, weaving, embroidery and made-to-order paint mixing, with products certified to British and international fire and durability standards (BS5852, BS5867, EN15102, ASTM E84, Martindale up to 90,000 cycles) and FSC Mix certified wallpapers.

The business operates a dual go-to-market model: direct-to-consumer e-commerce through the sanderson.design platform (with free delivery over £150, up to five free samples per order, and trade/consumer split pricing), alongside a dedicated trade portal (trade.sandersondesigngroup.com) and physical store locator serving interior designers, decorators, specifiers, and contract/hospitality buyers. Distribution is exclusively UK-domestic. Revenue is generated entirely through one-time product sales (fabric by the metre, wallpaper by the roll, paint by tin, trimmings by piece) rather than subscriptions or licensing, with brand equity reinforced by a Royal Warrant held continuously since 1924 and a portfolio of institutional and designer collaborations including The King's Foundation (Highgrove by Sanderson), the National Trust, Disney Home, Giles Deacon and Salvesen Graham. No public financials, headcount, or ownership disclosures are available in the source material.

Name

Sanderson Design Group

Legal name

Sanderson Design Group

Website

https://sandersondesigngroup.com

Company type

Private

Founded year

1860

Operating status

Operating

Short description

Sanderson Design Group is a privately held British heritage interiors brand (founded 1860) that designs, manufactures and markets premium wallpapers, fabrics, paint and trimmings from its Chiswick design studio, serving UK high-end residential consumers, interior design trade professionals, and contract/hospitality specifiers through direct e-commerce and a dedicated trade portal.

Ownership category

akta.pro rank

Headquarters

HQ city

London

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, Others

Revenue model

1. Product Sales - Fabric: Sale of fabrics including prints, weaves, velvets, and embroidered fabrics by the metre. Products are sold directly through e-commerce with pricing ranging from approximately £47 to £148 per metre depending on collection and complexity.
2. Product Sales - Wallpaper: Sale of wallpapers by roll, including wide-width options. Pricing ranges from approximately £74 to £382 per roll. Wallpapers include paste-the-paper and paste-the-wall application types with various pattern matches.
3. Product Sales - Paint: Sale of water-based paints in various finishes (Active Emulsion, Water Based Eggshell) in sizes including 1L, 2.5L, and 125ml testers. Paint is mixed to order and non-returnable.
4. Product Sales - Trimmings: Sale of trimmings and accessories including borders, tapes, and hardware for interior decoration projects.
5. Trade/B2B Sales: Dedicated trade portal (trade.sandersondesigngroup.com) providing dedicated phone support (+44 203 457 5862) and account features for trade professionals including interior designers, decorators, and specifiers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Sanderson Design Group designs, manufactures and markets wallpapers, fabrics, paint and interior furnishings from its Chiswick design studio in London, selling to consumers directly via the sanderson.design e-commerce platform and to interior designers, decorators and specifiers via a dedicated trade portal at trade.sandersondesigngroup.com. The company has operated for over 160 years and holds a Royal Warrant for supplying fabrics, paint and wallcoverings to the Royal Residences since 1924.

Product overview

Sanderson Design Group is a luxury British interior design brand offering a comprehensive portfolio of home décor products. The core offerings consist of three main product categories: Fabrics (including prints, weaves, velvets, plains, and embroidered fabrics), Wallpapers (with paste-the-paper and paste-the-wall options), and Paint (water-based Eggshell and Emulsion finishes). These are complemented by Trimmings and Wallpaper Accessories. The portfolio includes signature sub-brands such as Sanderson Home (timeless British design), Highgrove by Sanderson (developed with The King's Foundation), and multiple designer collaborations including Sanderson x National Trust, Sanderson x Giles Deacon, Disney Home x Sanderson, and Sanderson x Salvesen Graham. The company holds a Royal Warrant since 1924 and operates through both consumer e-commerce and trade customer portals.

Differentiator

Problem solved

Functional benefit

Brands

• Sanderson Home: Main fabric and wallpaper collection featuring British heritage designs
• Highgrove by Sanderson
• Sanderson x National Trust
• Disney Home x Sanderson
• Sanderson x Giles Deacon
• Sanderson x Salvesen Graham

Products and services

• Sanderson Fabrics Luxury fabric collection including prints, weaves, velvets, plains, and embroidered fabrics for upholstery, curtains, and cushions, sold by the metre across various design collections. Fabric pricing ranges from approximately £47 to £148 per metre.
• Sanderson Wallpapers Luxury wallpaper designs in paste-the-paper and paste-the-wall applications across diverse collections, sold by roll. Wallpaper pricing ranges from approximately £74 to £382 per roll.
• Sanderson Paint

Quantifiable outcome

• Products meet BS5852 (cigarette and match tests), BS5867 contract drapes, EN15102 Class B-s1 d0, and ASTM E84 Class A/1 fire safety standards
• +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

Feature5 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• The King's FoundationflagshipStrategic or Co-development PartnerSanderson developed the Highgrove by Sanderson collection in partnership with The King's Foundation. This exclusive collection features designs inspired by Highgrove House and gardens, including damask, toile, and stripe patterns. The partnership represents the company's flagship collaboration bringing royal heritage design to consumers.
• National TrustcoreStrategic or Co-development PartnerSanderson x National Trust Volume II collaboration brings Brockhampton Estate's blossoming botany to life through fabric collections. The partnership includes hand-painted prints, embroideries, and weaves created in collaboration with the National Trust, bringing the Estate's history and nature to residential interiors.
• Disney HomecoreStrategic or Co-development PartnerDisney Home x Sanderson collaboration brings Sanderson's iconic floral designs to Disney-themed home furnishings including fabrics and wallpapers featuring nature-inspired designs.
• Giles DeaconcoreStrategic or Co-development PartnerSanderson x Giles Deacon collaboration featuring exclusive fabric and wallpaper designs created in partnership with fashion designer Giles Deacon. Includes the Faraday Velvets collection.
• Salvesen GrahamminorStrategic or Co-development PartnerSanderson x Salvesen Graham collaboration including the Salvesen Graham Trimmings collection and Salvesen Graham Edit, featuring bespoke trimmings designs.
• Queen Elizabeth Scholarship Trust (QEST)coreStrategic or Co-development PartnerSanderson supports emerging design talent through charitable initiatives including support of the Queen Elizabeth Scholarship Trust (QEST), continuing Harold Sanderson's legacy of supporting craft and artistry across the industry.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Morris & Co: Heritage British wallpaper and fabric brand originating from William Morris designs; directly comparable to Sanderson on heritage positioning, floral/Arts & Crafts aesthetic, fabric-by-the-metre and wallcovering product mix, and UK trade/DTC distribution.
• Colefax and Fowler: British heritage interiors brand selling coordinated fabrics, wallpapers and trimmings to designers and consumers; directly comparable to Sanderson on classic English design language, trade specification channel and premium price positioning.
• Zoffany: British heritage wallpaper, fabric and paint brand owned by Walker Greenbank; directly comparable to Sanderson on luxury interiors product mix, heritage English archive and combined designer/consumer distribution.
• Harlequin: British wallpaper and fabric brand (Walker Greenbank) offering contemporary and heritage designs; comparable to Sanderson as a UK-based wallcovering and fabric house with overlapping designer and retail customer base.
• Osborne & Little: Long-established British fabric and wallpaper brand with premium positioning and strong interior-designer following; directly comparable to Sanderson on heritage product range, by-the-metre and by-the-roll pricing, and trade/DTC dual channel.
• Farrow & Ball: British heritage paint and wallpaper brand with iconic colour library and DTC e-commerce + showroom model; directly comparable to Sanderson on British luxury heritage, paint+wallpaper coordination and interior-designer specification channel.
• Little Greene: British heritage paint and wallpaper maker with strong designer and consumer following; comparable to Sanderson on coordinated paint/wallpaper offering, UK heritage positioning and trade specification channel.
• Pierre Frey: French heritage fabric, wallpaper and trimmings house; directly comparable to Sanderson on archive-driven luxury fabrics, high-end interior designer client base, and trimmings/accessories bundling.

Broad incumbents

• Laura Ashley: Iconic British heritage home furnishings brand spanning furniture, fabric and wallpaper; broadly comparable to Sanderson as a heritage British home-decor incumbent with floral design DNA, though with a wider product portfolio including furniture and fashion.

Emerging players

• Mulberry Home: Luxury British brand extension into interior fabrics, wallpapers and home accessories; comparable to Sanderson on premium British positioning, designer-aligned collections and trade specification, though a younger and narrower product range.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sanderson-design-group

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 Sanderson Design Group