Sanderson

What Sanderson does

Sanderson is a heritage British luxury home décor brand, founded in 1860 and operating as a subsidiary brand of the privately held Sanderson Design Group. The company designs and sells premium wallpaper, fabrics, paint, and trimmings for residential interiors, holding a Royal Warrant for supplying fabrics, paint, and wallcoverings to the Royal Residences since 1924. Its design activities are anchored in a Chiswick, London studio that draws on an extensive archive of historical patterns and combines hand-painted artwork and traditional printing techniques with modern digital printing for new collections.

The product portfolio spans wide-width and standard wallpaper ranges, fabrics across plains, prints, weaves, velvets, embroidered and indoor/outdoor constructions (the latter featuring Carbon Zero C0 finishes for stain and water repellency), and premium paint sold in Water Based Eggshell and Active Emulsion finishes priced from £40 per litre. The brand operates a multi-channel commercial model: direct-to-consumer e-commerce at sanderson.design offers unit-priced products (£30–£382 per wallpaper roll, £40–£200 per fabric metre) with a £150 free delivery threshold, paid samples (£2.50 each, up to five free), and a £20 first-order email discount; a separate trade portal (trade.sandersondesigngroup.com) serves interior designers, decorators, and specifiers with account-based trade pricing.

Revenue is generated primarily through one-time product sales, complemented by licensing and royalty arrangements underpinning collaborations with the National Trust, Disney Home, Giles Deacon, Salvesen Graham, and The King's Foundation for the Highgrove by Sanderson collection. Customer segments split between individual residential consumers and trade professionals, with a secondary heritage-property segment for restoration and period-appropriate applications. No public revenue, headcount, or funding figures are disclosed; the company is privately held and operating.

Name

Sanderson

Legal name

Sanderson

Website

https://sandersondesigngroup.com

Company type

Private

Founded year

1860

Operating status

Operating

Short description

Sanderson is a 160-year-old British luxury home décor brand designing and selling premium wallpaper, fabrics, paint, and trimmings through a direct-to-consumer e-commerce site, a dedicated trade portal for interior designers, and licensing collaborations with the National Trust, Disney, Giles Deacon, and The King's Foundation.

Ownership category

akta.pro rank

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Wallpaper: Direct sales of wallpaper products through e-commerce and trade channels. Wallpaper is sold per roll with prices ranging from £30 to £382 per roll depending on design and collection.
2. Product Sales - Fabric: Direct sales of fabrics including prints, weaves, velvets, and embroidered fabrics. Priced per metre, typically ranging from £40 to £200 per metre.
3. Product Sales - Paint: Paint products sold in 1L and 2.5L containers, with 1L starting at £40 and 2.5L starting at £70. Paint is mixed to order.
4. Trade Account Program: Dedicated trade portal for interior designers and decorators with trade pricing and account management.
5. Licensing and Collaborations: Licensing agreements with partners including National Trust, Disney Home, Giles Deacon, and Salvesen Graham for co-branded collections.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Sanderson designs, produces, and sells luxury interior furnishings — wallpaper (paste-the-wall and paste-the-paper formats), fabrics (prints, weaves, velvets, embroidered, indoor/outdoor, plains), premium paint (Water Based Eggshell and Active Emulsion), and decorative trimmings — for residential consumers and trade professionals. The company combines a Chiswick-based design studio with an archive of historical designs dating to 1860 and sells through sanderson.design and a dedicated trade portal, supplemented by collaborative collections with National Trust, Disney Home, Giles Deacon, Salvesen Graham, and The King's Foundation.

Product overview

Sanderson is a heritage British luxury home décor brand offering a comprehensive portfolio of wallpapers, fabrics, paints, and trimmings. The core product lines include wallpaper (available in paste-the-wall and paste-the-paper formats across various widths including wide-width designs), fabric (organized by type including Plains, Embroidered, Indoor/Outdoor, Prints, Weaves, and Velvets), paint (in Water Based Eggshell and Active Emulsion finishes), and decorative trimmings. The brand operates through multiple named collections (Arboretum, Caspian, Water Garden, Sanderson Home, One Sixty) and collaborative sub-brands including Highgrove by Sanderson (in partnership with The King's Foundation), Disney Home x Sanderson, Sanderson x Giles Deacon, Sanderson x National Trust Volume II, and Sanderson x Salvesen Graham. Iconic Florals represents the brand's heritage designs. Over 160 years of British design heritage with Royal Warrant held since 1924.

Differentiator

Problem solved

Functional benefit

Brands

• Highgrove by Sanderson: A collection developed in partnership with The King's Foundation
• Sanderson x National Trust
• Sanderson x Giles Deacon
• Disney Home x Sanderson
• Sanderson x Salvesen Graham

Products and services

• Wallpaper

Quantifiable outcome

• Free delivery on orders over £150
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core, secondary and supporting.

• National TrustcoreStrategic or Co-development PartnerSanderson x National Trust collaboration featuring fabric and wallpaper collections inspired by National Trust properties. The partnership includes Volume II collection featuring Brockhampton Estate's botanical designs, hand-painted prints, embroideries and weaves. National Trust is a registered charity (number 205846) focused on historic property preservation.
• Disney Home x SandersoncoreStrategic or Co-development PartnerDisney Home x Sanderson collaboration bringing Sanderson's iconic floral designs into partnership with Disney's brand portfolio, featuring coordinated fabric and wallpaper collections.
• Giles DeaconcoreStrategic or Co-development PartnerSanderson x Giles Deacon is a collection of fabric and wallpaper designed in collaboration with British designer and couturier Giles Deacon. The collection features bold stripes and contemporary designs including Aperigon Parade wallpaper inspired by Greek geometry.
• Highgrove by Sanderson / The King's FoundationcoreStrategic or Co-development PartnerHighgrove by Sanderson collection developed in partnership with The King's Foundation. The collection features designs inspired by Highgrove House and gardens, reflecting the aesthetic of King Charles III's private residence.
• Salvesen GrahamsecondaryStrategic or Co-development PartnerSanderson x Salvesen Graham collaboration featuring coordinated fabric and wallpaper collections, including the Salvesen Graham Edit and Salvesen Graham Trimmings.
• Queen Elizabeth Scholarship Trust (QEST)supportingOthersSanderson supports emerging design talent through charitable contributions to the Queen Elizabeth Scholarship Trust, continuing Harold Sanderson's legacy of supporting artistry across the industry.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Farrow & Ball: Luxury British paint brand specializing in distinctive color palettes and eco-friendly formulations for interior designers and homeowners. Directly comparable to Sanderson on premium paint positioning, trade and DTC distribution, and British heritage-led branding.
• Cole & Son: Luxury British wallpaper brand with a heritage design archive and high-end residential and hospitality customer base. Closely comparable to Sanderson on product category (wallpaper), heritage positioning, premium pricing, and trade/DTC channel mix.
• Designers Guild: British luxury fabric, wallpaper and home accessories brand with a strong in-house design studio and coordinated collections. Comparable to Sanderson across product breadth, design-led positioning, premium price points, and international trade and retail distribution.
• Morris & Co. Heritage British wallpaper and fabric brand — and sister brand under Sanderson Design Group — selling archive-inspired designs to trade and consumer markets. Comparable to Sanderson as a direct internal-market peer on product category, customer base, and heritage design positioning.
• Romo: Family-owned British luxury fabric and wallpaper brand serving residential, hospitality and contract interiors markets. Comparable to Sanderson on premium fabric/wallpaper product portfolio, coordinated collections, and trade-led specification business.
• House of Hackney: British maximalist wallpaper, fabric and homeware brand with bold floral and heritage-inspired designs. Comparable to Sanderson on heritage-anchored British wallpaper positioning, premium pricing, and DTC-led direct-to-consumer model.
• Laura Ashley: Iconic British heritage home furnishings and fashion brand with a coordinated wallpaper, fabric and home decor portfolio. Comparable to Sanderson on British heritage positioning, coordinated cross-category home collections, and trade plus retail distribution.
• Osborne & Little: British luxury fabric, wallpaper and trimmings brand supplying residential and contract interior designers. Comparable to Sanderson on coordinated fabric/wallpaper/trimmings product structure, premium positioning, and trade-specifier channel focus.
• Zoffany: Heritage British fabric and wallpaper brand — and sister brand under Sanderson Design Group — targeting residential and contract interiors. Comparable to Sanderson on premium fabric/wallpaper product category, heritage design library, and trade + DTC channel mix.
• Andrew Martin: British interior design brand offering furniture, fabric and accessories with an eclectic, design-led positioning. Comparable to Sanderson on British design heritage, interior trade and residential customer overlap, and coordinated home collections.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

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

Compliance1 record

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