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For over 25 years we have been making and selling our glorious textured floor coverings.

Behind the scenes there is a dedicated team of people who care.



Our brand ethos is the pillar of everything we do and this stems from our Marketing team. Digital Marketing is looked after by Kirsty Barton, while Lorna Haigh, our creative brand leader, is our ambassador for all things Alternative, sustainable, ethical and fun. Lorna is often quoted in various publications and can be heard in numerous podcasts and seminars championing the textile flooring industry. Keen that Alternative supports young creative talent, she has supported design competitions alongside the Campaign for Wool and British Wool and is a strong advocate of British manufacturing. 

Read more about Lorna's input into our industry on the following sites, (please click their names to view) 

British Wool, Campaign For Wool, Interiors Monthly, Elisabeth Van Delden, Houzz and The House Directory



"We inspire people to express their personality with our designs and want everyone – retailers, clients, designers and suppliers to feel happy about our work together. We’re unconventional, playfully disruptive, after all, choosing flooring should be fun."

Lorna Haigh, Interiors Monthly


Our Warehouse


Containers from around the globe arrive to be unloaded, checked and labelled. This is heavy work, but can be terribly exciting when long awaited new products are coming in.

Cutting and despatching the carpet requires attention to detail and takes experience. James has been with Alternative for almost ten years and heads this team up.

Alternative Flooring, The Alternative Team, our wonderful warehouse

Rug & Runner Team


We have dedicated team at Alternative who make our rugs and runners.

Each made to measure, or bespoke, rug or runner is cut by hand. The edging of the rug or runner is then expertly sewn onto the rug to produce a crafted finished product.

Literally thousands of combinations of texture, pattern and colour.

Alternative Flooring, Makers, The Alternative Team, hand sewn, made to measure runner rugs
Alternative Flooring, Makers, The Alternative Team, hand crafted, bespoke runner rugs
Alternative Flooring, Make Me A Rug bespoke runner rug service

Sampling Team


Thousands of samples are desptached every week.

All handpicked and wrapped, which in itself is a labour of extreme love… taken on personally by Kerry and Tim.

Alternative Flooring, The Alternative Team, swatch sample service

Sales & Finance Teams

Alternative Flooring, The Alternative Team, people who care, admin & accounts teams

We start with a friendly ‘hello’.  Sue has been with us for over 20 years now... so that’s an awful lot  of ‘hellos’.

Whether it is a product, stock or finance question, we really try and go the extra mile to make sure that whatever your query, we respond to it quickly and efficiently.

When we are not around (evenings and weekends) we have tried to answer the questions you may have in our handy online FAQ's.

New Product Development


Developing new and exciting textile floor coverings is what we do well AND marketing makes sure that you know about all the fantastic things we make and do.

Alternative Flooring, The Alternative Team, our creative marketing inspiration
Alternative Flooring, The Alternative Team, new product development
Alternative Flooring, The Alternative Team, British patterned leopard print carpet

Area Business Team


Covering the UK and Ireland our team of Area Business Managers work with our retail partners to ensure they have the correct sampling and will love us more and more.






Ultimately... we are People who Care.

Alternative Flooring, The Alternative Team, Area Business Managers, looking after our retail partners

Insta — spiration

Follow us on Instagram for all of the latest on products and trends.
Tag photos of your home with #alternativeflooring.

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The Edit - home style by Alternative