Award-winning British brand Alternative Flooring believes that a carpet is never just a carpet. Championing the beauty, texture and variety of carpets, rugs and runners has been central to the brand’s mission from the start, offering quality design-led flooring that brings personality and performance to every space. 

Texture lies at the heart of the brand’s story, a defining quality that runs through every collection reflecting the belief that flooring should be as much about feel as it is about appearance. From the soft luxury of pure wool underfoot to the tactile appeal of natural fibres such as sisal, coir, seagrass and jute – alongside innovative faux alternatives – each design delivers style, comfort and longevity. 

True to its reputation for innovation, Alternative Flooring continues to push boundaries with the launch of ten new collections this year. From bold, colourful stripes to their first fully recyclable textile floor covering, and beautifully woven wools designed for commercial use, the brand combines creativity with practicality to meet the demands of today’s interiors.  

Sustainability is embedded at every stage of production. By prioritising natural materials, responsible sourcing, considered and innovative manufacturing methods, Alternative Flooring demonstrates that quality design and environmental responsibility can go hand in hand. Its “smart sustainability” approach extends across the business, from ethical sourcing and carbon offsetting to recyclable packaging and ISO 14001 certification, ensuring products perform as well for the planet as they do underfoot, positioning the brand as a leader in sustainable flooring. 

With an extensive choice of weaves, materials, colours and textures, Alternative Flooring gives designers complete confidence in performance, style and sustainability, offering flooring that’s built to last and designed to inspire.