Page 19 - History-of-flooringLR

Alternative has spent 27 years exploring what its world will
look like. This British company began in 1995 by introducing
exotic natural plant fibre flooring to the nation, followed by the
wonder fibre wool and collaborations with some of the greatest
designers and iconic brands to create award–winning patterns.

Today this British brand is built on the pillars of people, Jasper rug with a whipped edge Alternative Plush Velvet White
product and planet: people are those who make Alternative
alternative; products champion craftmanship and design,
while planet means treading lightly and smart sustainability.
Every sample delivered involves carbon emissions so
Alternative’s partnership with Ecologi sees a tree planted
for every sample order placed online. So far over 15,000
trees have been planted.

For Alternative it’s never ‘just a carpet’ but design-led flooring
that gets as much attention and adulation as any other interiors
feature. Carpets, rugs and runners are made from the finest
wool, natural jute, sisal, coir and seagrass, and smart faux fibres
where texture, colour and pattern surprise, excite and delight:
expect Quirky patterns in British wool, eco undyed wools and
natural fibres. Perfect for that boutique hotel look, that needs
that homely feeling but in a commercial setting. Also find
Alternative’s flooring in pubs and restaurants, golf clubs,
offices, retirement village and hotel/spas.

Alternative invests in design-led collections and creative
collaborations. Alternative’s student competition with
The Glasgow School of Art in 2021 resulted in a winning
modern tartan. This celebrates young British design and the
wool industry.

Alternative supports The Campaign for Wool and British
Wool. The eco wool collection began in 2009 and continues to
grow. From Wool Barefoot, a luxurious deep pile carpet made
from natural undyed wool and handwoven on traditional Plush is luxurious yet hardwearing and stain resistant. With
looms to Quirky patterned carpets and runners designed and its soft colour tone and feel it is the perfect floor covering for
made in Britain, wool brings comfort and joy to interiors. both homes and boutique spaces.

Bringing great pattern back to the floor was a mission of the Alternative continues to embrace new technology and apply
creative and marketing director Lorna Haigh who comments, new thinking.
‘Launching Quirky patterned carpet to the flooring industry in
2011 when patterned carpet was considered old fashioned was ‘We inspire people to express their personality with our
a landmark. designs and want everyone – clients, designers and suppliers
to feel happy about our work together. We’re unconventional,
‘The collaborations with heritage brands such as Liberty and playfully disruptive, after all, choosing flooring should be fun,’
with leaders in the interior design world including Ashley says Lorna.
Hicks and Margo Selby (launched 2014), Ben Pentreath
(launched 2015) makes me proud.’ ‘From the outset it was clear to me that Alternative’s heart is
bringing people together and delivering great products,’ says
The carpet is woven on state-of-the-art axminster looms in Richard Hackett, sales director. ‘We want to be part of a
Wilton. Supporting British design and manufacturing were progressive interiors brand that has strong values and does
key factors in the creation of the Quirky collection. what it says: delivering with outstanding product, bright
marketing, and superb service. It is undoubtedly a new and
Alternative is at the forefront of flooring innovation and exciting time at Alternative for both our customers and people.
Plush is a fabulous new faux collection that is both luxurious
and practical. These hand-woven carpets are made in three ‘We find the best ways for people to fall in love with our
indulgent underfoot textures – smooth velvet, luxe sheer ‘manu-crafted’ characterful floors, making them the life and
and chic stripe. soul of any commercial interior.’
The shades are inspired by precious stones and minerals and 01264 335 111
ranges from classic to contemporary whispers of colour. hello@alternativeflooring.com
The polyester yarn gives the carpet its gentle glamorous lustre. www.alternativeflooring.com

The History of Flooring 19