Page 113 - History-of-flooringLR

In the beginning The 1950s also saw the company move into the field of tufted carpets.
Victoria Carpets got its name from the street in which it was founded An American innovation which subsequently took the UK market by
in 1895; Victoria Street, Kirkaldy, Scotland. Three enterprising storm. In 1956, Victoria duly installed the first of its tufted looms at the
partners; George Anton, Alexander Hamilton and John Johnson Kidderminster factory, paving the way for major expansion. This led, in
decided to embark on a journey that would see the business go from 1963, to the construction of a purpose-built factory at Worcester Road.
strength to strength. Significantly, the same year also saw the company floated on the
Stock Exchange where its shares traded in the ‘Household Goods &
Just five years after starting the business, the decision was made to Textiles’ sector under the name of Victoria PLC (VCP).
relocate the weaving plant from Kirkaldy, to Kidderminster in the
West Midlands. Being located on the River Stour, the river was used In 1989 Victoria Carpets purchased Westwood Yarns in Holmfirth, West
to help power the mill. Even then, staff loyalty towards Victoria was Yorkshire, to produce yarns for their tufted carpet production and in
at a premium and the story goes that many of the company’s 2002 blossoming sales in Australia led to them acquiring the
employees walked the 310 miles from Kirkcaldy in order to keep their Castlemaine Spinning Mill. Closer to home the company acquired two
jobs when the plant moved. leading carpet brands in the Republic of Ireland: Munster Carpets in
September 2002 and Navan Carpets in July 2003.
The year 2011 saw a wedding the whole world had its eyes on, and
Victoria was the carpet company chosen by the Royal Household for
Prince William and Catherine Middleton to walk down the aisle on.
This led to being awarded a Royal Warrant in 2013 and is something
the company and employees hold very dear.
The ability to move with the times is something which has allowed
Victoria to flex when needed and in 2017 production was moved from
Kidderminster to plants in South Wales and Yorkshire. Never shy of
trying something new, in January 2020 LVT company Distinctive
Flooring joined the Victoria family and the sales team now promote
both products to their growing customer base.

The modern Victoria era
Victoria today is an exciting, vibrant company, with a team who are
passionate about the brand and the products it represents. James
Caldwell, sales director, joined the business in 2018 and has spent the
last four years working with the team to update the product offer and
After the First World War, Victoria proceeded to build up its refresh the marketing approach. In the past year the team has notched
manufacturing capability in its chenille plant to incorporate more than up awards for Best Stand Award at the Buying Group Show in May,
50 looms, though by the 1940s subsequent changes in fashion saw the Best UK Flooring Manufacturer and most recently Flooring Innovation
end of the company’s production of printed tapestry carpets. During awards for EasiCare Aura and The Gold Award for the new Natureborn
this time, there had been a fundamental change to the managerial Habberley collection. Speaking to James he says:
structure of the company. In 1920 John Johnson retired and by 1927
Alexander Hamilton had died, leaving George Anton and his family to ‘We’re honoured the industry is recognising the hard work we have
manage the business. put in, and this is possible, not only by having an amazing internal
team, but also by making sure that with every range launch, we are
During the early 1930s, growth came from the virtue of a forward- bringing something new and fresh to the market. The products we
looking marketing policy which saw the company supplying plain have launched all have contemporary, on trend colours, well thought
Wilton carpet in 40-inch widths to the new motor industry. Among the out specifications and above all; deliver the quality that everyone
clients were such prestigious names as Rolls Royce and Bentley. At the expects from Victoria Carpets. Every product in our portfolio earns its
same time, the company consolidated its position as a manufacturer of place either through its value proposition; luxury offering, or colour
domestic Axminster carpets body and squares and proceeded to build and design and each range is available on dedicated point of sale.’
up a sizeable plant of Gripper Axminster looms until the advent of the
Second World War halted production. Like many other factories, it was The same can be said for the LVT offer with the new Victoria Design
used as a munitions plant to support the war effort until 1945. Floors range covering 0.3mm, 0.55mm and 0.7mm within the offer.
Refreshed branding and easy to navigate board labelling ensure that
George Anton died in 1947 and the management of the company was there is something for every buyer and every location.
passed to his two sons, Charles and James, who were quick to identify
new market opportunities presented by the growing international Looking to the future Victoria is always working towards something
demand for floor coverings. In 1954, a new carpet plant was established new and there are plenty more product launches to look forward to as
in Dandenong, Australia, with the aim of consolidating the parent we move towards and into 2023.
company’s export trade to that country. Sixty-eight years later, the
business ‘down under’ is still going strong, employing over 200 people 01562 749 300
across two plants and is currently Australia’s second largest carpet sales@myvictoria.co.uk
manufacturer. www.victoriacarpets.com

1900 1950’s 1963 2004
Weaving plant was Moved into tufted carpets Victoria PLC was listed on the stock Tudor Twist was launched which was
relocated to Green Street in 1930’s - an American innovation market. previously known as Options 288 and
Kidderminster, with the mill Started producing Axminster that took the UK market it still considered one of Victoria’s most 2017
being situated on the River body and squares and built by storm. 1989 popular wool ranges today. Manufacturing was moved
1895 Stour, as a source of power. a sizeable plant of Gripper 1953 Victoria Carpets purchased 2011 to our Yorkshire and South 2020
Staff walked from Kirkcaldy
Axminster until the Second World
Victoria merged with siter company,
Westwood Yarns in West
Wales Manufacturing units.
to Kidderminster in order to
keep their jobs. War, when it was halted like many Victoria established Yorkshire, to produce yarns In April, Victoria supplied the red Distinctive Flooring and became My
Victoria. A collective company offering
other factories and supported the
a new carpet plant in
carpet (Royal Victoria, Westminster)
war as a munitions plant. Dandenong, Australia. for their tufted carept for the Royal Wedding of Prince both carpet and LVT.
Victoria Carpets production. William and Catherine Middleton.
was founded in 2003
Kirkcaldy Scotland First Impresions, a staple 100%
by George polypropylene range was launched.
Anton, Alexander
Hamilton and John 1930’s 1956 1995 2013 2019
Johnson 1911 Went on to enjoy a rapid growth Installed the first of its tufted The company aquired the On the 1st January Victoria Carpets was 2018 Royal Victoria was 2022
in need of a colour
by virtue of supplying plain
Castlemaine Spinning Mill in
looms, paving the way for a
Having only produced Wilton carpet in 40 inch widths major expansion. Australia, as Victoria was now the granted a Royal Warrant to Her Majesty Further investment made refresh and was Victoria continues to
carpet rugs and squares, to the motor industry, most third largest manufacturer there. The Queen. Having carpeted the Royal in the Kidderminster site, therefore revamped launch award winning
they started making notoriosly, Rolls Royce and Household for a number of years. enabling our courier and and named Royal innovative flooring
Chenille carpet squares. Bentley. 1963 2010 sister company, Alliance Velvet. products that the market
After the First World War, Construction of a purpose-built Distribution to move into loves.
we had over 50 looms. factory at Worcester Road, Royal Victoria, an 80/20 wool range was the same premises.
Kidderminster to house all tufting launched which would later become one of
looms. our most well known velvet finish carpets.
The History of Flooring 113