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  • Different feels good

    Natural Fibre Carpets - Sisal, Jute, Coir and Seagrass textural heaven for your feet.

    Wholesome naturalness spinning through; Sisal, Jute, Coir and Seagrass textural heaven for your feet.
    View our Natural Fibre Carpets

  • Flooring you fall in love with

    Wool Carpets -  so many reasons to choose this perfect luxury investment for your home.

    Wonderful Wool; so many reasons to choose this perfect luxury investment for your home.
    View our Wool Carpets

  • Smart sustainability

    Faux Carpets,  practical and smart for everywhere and anywhere.

    Man-made, hard wearing ‘look a likey’ carpet. Practical and smart for everywhere and anywhere.
    View Our Faux Carpets

  • We care about treading lightly

    Deep Pile Carpets - choose from our Barefoot eco luxury or our shiny man-made fibre, Plush.

    Carpet to sink your toes into. Choose from our Barefoot eco luxury or our shiny man-made fibre, Plush.
    View our Deep Pile Carpets

  • Why should walls have all the fun? 

    Patterned Crafted Carpets - play with geometrics, floral, stripes, dots and herringbones. British AND packed with personality.

    Play with geometrics, floral, stripes, dots and herringbones. British AND packed with personality.
    View our Patterned Crafted Carpets

  • Get that warm feeling inside

    Make Me A Rug or Runner - made to measure and bespoke combinations, designed exclusively by you.

    Made to measure and bespoke combinations, designed exclusively by you.
    Get creative; Make Me A Rug or Runner

For us, it’s never just a carpet. From our earliest days we’ve set about making carpets, rugs and runners that get as much attention and adulation as any other interiors feature. Made from the finest wool, sisal, coir, seagrass, jute and faux materials from around the world. Our collaborations with leading interior designers allow us to push the boundaries in flooring design.

We’re a beacon of creativity in the world of interiors, always looking to surprise and excite people with new ideas on colour, texture and pattern.

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Our Vision is to be in the hearts,
minds and homes of stylish
individuals everywhere.

The Alternative Blog

Read our latest stories on product features & events.

House of Colour

Patrick O’Donnell is Farrow & Ball’s Brand Ambassador. Updating his own house gives us a special insight into how he decorates, uses colour and why Alternative’s natural floorings provide the perfect partner for his interior schemes. Join us as we step inside Patrick’s beautiful Worcestershire home. Can you tell us a little bit about your…

Quirky is blooming

The design journey begins for a new pattern in our award-winning Quirky wool collection. Kate Watson-Smyth, an accomplished journalist with over 20 years of experience, has been an influential voice in the fields of property, interiors, and design. She is the creator of the award-winning blog Mad About the House and co-hosts The Great Indoors…

Jo Whiley at home

Radio DJ and presenter Jo Whiley is one of the country’s most popular presenters who also fronts the coverage of Glastonbury. She has interviewed music legends and her most memorable moment was introducing Sir Paul McCartney.  She counts Beyoncé as one of her all-time favourite festival performances.  Jo tours the country with her ‘90s Anthem…

Carpet Spring Clean

it’s spring and time for experts’ tips to refresh your flooring. From five-minute refreshes to weekend projects, here are our easy spring-cleaning hacks you can try

Insta — spiration

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Tag photos of your home with #alternativeflooring.

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The Edit - home style by Alternative