From Palaces to Homes: The Brintons’ Story

Few names in the flooring world carry the history and prestige of Brintons, a company that has been weaving carpets since 1783. From people’s homes to palaces, hotels, and even cruise ships, Brintons’ carpets have left their mark on some of the world’s most stunning interiors.

“Brintons began manufacturing woven carpet in Kidderminster in 1783,” they explain. “There have been many notable milestones from patenting our first gripper Axminster loom in 1890 to pioneering the 80% wool, 20% nylon blend for carpets in the 1950s. Brintons was awarded the Queen’s Royal Warrant in 1958.”

We sat down with Lisa Conway, Marketing Manger at Brintons Carpets, to learn more about their story, their use of British wool, and what’s next for this iconic brand.

What are your core values, and how do these guide the way you design and make your carpets?

At the heart of Brintons is a commitment to exceptional quality and design. Their mission is simple but ambitious: to be the world’s leading manufacturer and supplier of high-end quality carpet and rugs

“We use our experience and knowledge to push the boundaries of design and technical development,” Lisa explains. “Our archive, with more than 100,000 custom designs, is a unique reference tool and a source of daily inspiration for clients’ projects.”

Do you have a best-selling range or a design you’re most proud of?

Without hesitation, Brintons points to Bell Twist.

“It has been in continual production since 1965 and remains a top-selling residential product for Brintons, which is testament to its versatility and staying power.”

Originally launched in just ten colours, it now boasts over 60 – constantly reviewed and updated to suit modern interiors.

Why do you choose to use British wool in your carpets?

For Brintons, using British wool isn’t just tradition – it’s essential.

“A quality carpet needs strong wool, and some of the sturdiest wool comes from sheep bred in Britain,” Lisa say. “The bulk and resilient characteristics of the wool mean that it is ideally suited for the creation of quality carpets. It is of low lustre, and more highly crimped than other wools.”

Brintons is also proud to be the biggest purchaser of British wool, working closely with British Wool to ensure consistent quality and provenance.

How important is sustainability to your brand?

Sustainability is more than a buzzword for Brintons – it’s built into every stage of their process.

“At Brintons we believe sustainability is something we should all strive to achieve; it’s at the forefront of our thinking,” Lisa continues. “This incorporates all aspects of our business including material and energy use, manufacturing waste and harmful emissions reduction, as well as recyclable products.

To formalise this, they’ve recently developed an Environmental Social Governance Policy to guide their approach across the business.

Are there any innovative techniques or technologies you’re using?

While Brintons has centuries of history, they are also pushing the boundaries of modern carpet manufacturing, including embracing High-Definition Weave technology.

“This allows us to weave up to 32 colours at any one time to create photorealistic and three-dimensional definition, offering our commercial customers infinite design possibilities.”

What can visitors expect from you at the Flooring Show this September?

The team is excited to showcase the extended Country Life Collection, with eight new designs.

“Woven using 100% undyed wool, the collection is inspired by the shapes found in plants and wildlife in a structural three-dimensional way using the cut and loop technique.”

Why should customers choose wool carpets over synthetic options?

“If cared for properly, a woven wool carpet will last much longer than a synthetic carpet.”

Wool’s natural, renewable and sustainable qualities, plus its insulating, hypoallergenic and antibacterial properties, make it a fibre like no other.

Every Brintons carpet, whether residential or commercial, uses the same unique wool blend to create a durable yet luxurious finish.

Finally, what does it mean to be part of the wider British wool story?

Brintons are proud to be the largest purchaser of British wool.

“We produce premium carpets and the grading of the wool that is compiled by British Wool means we know that we are consistently receiving the best quality wool for our products.”

For them, it’s about more than just quality.

“Having a centrally controlled organisation, like British Wool, confirms provenance and that animal welfare has been regulated and the wool is from sheep that are sheared.”

Their partnership with British Wool is ongoing and active, promoting the strengths of both organisations.

To find out more about Brintons visit their website – brintons.co.uk