When it comes to picking the best wool carpet, our wool carpet selection  gives you the inspiration to put your personality on your floor.

There's chunky wool, eco wool and there’s fine wool.

If you are looking for chunky wool carpeting options, we have you covered. Our 100% natural loop-pile wool carpets are like a snuggly hug underfoot. Our selection of chunky wool carpets is impressive, cleaning is effortless and the feeling is pure joy. Handwoven on traditional looms, our eco Barefoot wool carpet collection feels good in more ways than one with its cosy deep-pile factor. Perfect for the dining room, bedroom, or lounge or as a rug or runner.

Our fine wool carpets have tight loops and can take tough love too! 100% natural and available in a cornucopia of colours and weaves, we have rugs and wall-to-wall wool carpets to make a big style statement in any room.  Our Wool Iconic Herringbone collection is strikingly architectural and hardwearing. These carpets are flat-woven and have a low pile height which makes them a perfect floor covering for that contemporary look. Whatever your choice, our range of wool carpets open up possibilities in each room, from corner to corner, including stairs!

Choosing at home?

It's important to us that we do everything we can to make your carpet buying journey as smooth as possible. That's why we have created our easy to use Show Me My Room visualiser so that you can see our carpets in your own space - even on your stairs. Simply take a photo of your room and then scan the QR code to get started. You can then see your favourite carpet in your space - it's that easy! Alternatively, you can visit showmemyroom.com and follow the same steps to see your carpet.

Choosing in-store?

Its always better to see our gorgeous floor coverings in person. Visit one of our retail partners who showcase our ranges in their stores.  These carefully selected retailers will help guide you through  our ranges. Once you have selected, they will measure and install for you too! To find your nearest retail partner visit our Where to Buy.

Don’t forget you can also get designing and create your own made to measure rug with our Make Me A Rug service.

Believe it or not, we have our own way of describing our unique carpet-making capabilities. We call it manucrafting, combining expert craftsmanship with the latest manufacturing technology in action. From handwoven on traditional looms to carpets made using a mix of wool and Tencel™ fibres, all our wool carpets are individually crafted with care.

Our wool carpets are extremely easy to clean, however, you should only use cleaning products with the WoolSafe Certification Mark. Remember to always blot and never rub, otherwise you risk distorting or changing the direction of the pile. Do not use washing-up liquids or soaps as they can cause problems like rapid re-soiling, colour bleeding or damage to the pile. Too much to remember? Rest assured, our handy Help & Advice section has everything you need to know.

We recommend vacuuming wool carpets at least two or three times a week. For the first few weeks, we recommend using a vacuum cleaner with a brush to remove any surface fluffing. After that, you can use a suction-only vacuum. High traffic areas need most attention, with at least three passes or more. Please  take a look at ‘the technical stuff’ for your chosen product to check particular vacuum cleaner recommendations for your  specific product.

Wool the wonder fibre. Wool carpets have many  advantages over other carpet materials. Wool carpets are natural. They are easy to clean, naturally insulating, sound absorbing and naturally flame retardant. Wool carpets do not flatten easily like some man-made fibres.  Our wool carpets are soft to walk on at the end of a long day, you'll never want to wear socks at home again.  What's more is that most of our wool floor coverings have been treated with mothproofing to protect your carpet and to stop them from ingesting the fibres. Check our brochure for the moth symbol to find which carpets are mothproofed or look at ‘About me’ for each individual product to see whether the products have mothproofing applied.

Our natural carpets are beautiful floor coverings made from materials that are considered sustainable and renewable. Our wholesome natural carpets are plant-based, so you know you're choosing the eco friendly option. The natural fibres are often undyed, unprocessed and consist of raw products such as seagrass, jute, coir and sisal. Fantastically textural underfoot, natural plant fibre carpets usually span a wide range of natural tones, working perfectly with most decor choices.

To find out more about individual plant fibres and how they are made into textile floor coverings click here.

Natural carpets are made from plant fibre materials and mostly backed with natural latex. All of our natural carpet fibres are ethically sourced and through our partnership with Ecologi, we positively give back to other countries through various climate positive projects, including countries where our plant fibre flooring is grown.

We use recycled and recyclable packaging as well as FSC accredited sources, and we plant a tree for every sample ordered on our website in our Alternative Forest. Doing the right thing means the world to us. We are carpetmakers with a conscience, and like to be totally transparent about everything we do. We use ethically-sourced natural fibres wherever we can and build long lasting relationships with our farmers, graders, spinners, weavers, dyers, designers and manufacturers.

When it comes to picking the best wool carpet, our wool carpet selection  gives you the inspiration to put your personality on your floor.

There's chunky wool, eco wool and there’s fine wool.

If you are looking for chunky wool carpeting options, we have you covered. Our 100% natural loop-pile wool carpets are like a snuggly hug underfoot. Our selection of chunky wool carpets is impressive, cleaning is effortless and the feeling is pure joy. Handwoven on traditional looms, our eco Barefoot wool carpet collection feels good in more ways than one with its cosy deep-pile factor. Perfect for the dining room, bedroom, or lounge or as a rug or runner.

Our fine wool carpets have tight loops and can take tough love too! 100% natural and available in a cornucopia of colours and weaves, we have rugs and wall-to-wall wool carpets to make a big style statement in any room.  Our Wool Iconic Herringbone collection is strikingly architectural and hardwearing. These carpets are flat-woven and have a low pile height which makes them a perfect floor covering for that contemporary look. Whatever your choice, our range of wool carpets open up possibilities in each room, from corner to corner, including stairs!

Choosing at home?

It's important to us that we do everything we can to make your carpet buying journey as smooth as possible. That's why we have created our easy to use Show Me My Room visualiser so that you can see our carpets in your own space - even on your stairs. Simply take a photo of your room and then scan the QR code to get started. You can then see your favourite carpet in your space - it's that easy! Alternatively, you can visit showmemyroom.com and follow the same steps to see your carpet.

Choosing in-store?

Its always better to see our gorgeous floor coverings in person. Visit one of our retail partners who showcase our ranges in their stores.  These carefully selected retailers will help guide you through  our ranges. Once you have selected, they will measure and install for you too! To find your nearest retail partner visit our Where to Buy.

Don’t forget you can also get designing and create your own made to measure rug with our Make Me A Rug service.

Our faux carpets are floor coverings made from synthetic materials such as polypropylene or polyester. They are man-made to replicate the look of a natural sisal and wool carpet but with added durability and strength. They are perfect for high traffic areas around the home or business. A synthetic or faux carpet is easy to clean, moth resistant and suitable for use in commercial spaces; the ideal alternative choice for those busy areas. Anywhere is a woven faux sisal floor covering, made to look like a sisal but suitable for commercial use, including stairs, and can even be used in wet areas including outside. Our Plush collection is a hand-crafted deep pile, synthetic carpet which gives that soft, sink your toes luxury that you would expect from a boutique hotel bedroom.

Spots and spills on our faux floor coverings are relatively easy problems to resolve due to the synthetic materials use in the pile of the carpet. To help you take the best care of your faux carpet, we've got some great hints and tips when it comes to care and cleaning.

Vacuum regularly to help extend the life of your synthetic flooring, especially in those busy areas which receive the most footfall. When it comes to spots and spills, WoolSafe, our cleaning partner recommends using  products with the CleanSeal Certification mark, but our Natural Flooring Care Kit will also work well. Always act quickly and remove any excess spill - remember, it's always easier to remove new stains than old ones! Before applying any spotting agent, remember to pre-test it on an inconspicuous area of the carpet. Wearing rubber gloves, apply the spotting agent to a white cloth and apply to the stain. Use small amounts and repeat as necessary, being careful not to over wet the carpet. Work from the edge of the stain inwards and remember: Always blot, never rub, as this can distort the fibre of the carpet.

For more advice on care and cleaning of our Faux carpets please click here.

Sometimes you just like a pattern. It feels right and you know it will work in your home.  For traditional rooms, select a subtle patterned carpet to add elegance, whereas, for a contemporary and modern room, you can go big and bold to add depth to your happy place. Large geometric patterned carpets are also an option and make the room look bigger, making it perfect for small rooms.

Starting your decor from scratch? Don't worry, you can use our Make Me A Rug tool and try out different styles in different colours. Whatever your choice, a patterned carpet will  perform and bring joy.

We have an abundance of patterned carpets and colours to choose from. Our range of Quirky patterned carpets are perfect for adding a playful and fun atmosphere to your room. From geometric patterned carpet through to spotty patterned carpets we have every style to suit your personality and home

Stripes are patterns and fun too - perfect for creating an illusion of a long room. Striped carpets don’t need to be loud however, we also do a collection of quiet tonal ones too. There's something to suit everyone's style.

Stripes and stairs, make the perfect pair. With stripes, you can create the sense of length in just about any space, which is why they are great for narrow areas such as staircases. Striped carpet looks great as a fully fitted stair carpet or as a made to measure central striped stair runner, the choice is yours.

This can certainly be achieved and can create a beautiful focal point for your staircase. The devil is in the details and the trick is in how the carpet is laid in order for the turning transition to be smooth from start to finish. This fashionable flourish with stripes is bold, daring and we love it; but depending on your staircase the stripes may not always match up on the turn. Always speak to one of our expert retail partners to find out more. 

The colour neutral is usually described as hues without colour. Our neutral carpets are inspired by earthy undertones, such as beige, light browns, light greys, taupes and blacks. They provide a natural back drop  for differing interior styles. Neutral carpets are perfect for complementing other colours and often add warmth and comforting vibe to a room.

Regular maintenance is important. We would recommend vacuuming at least once a week, or twice a week in high footfall areas. If you've chosen a neutral wool carpet, it’s best to use a vacuum cleaner with brushes to remove any surface fluffing just in the first few weeks. After that, brushes can be switched off or a suction only vacuum used.

If you've chosen a sisal as your neutral carpet, then remember: Natural plant fibres don’t like to get wet and even water could potentially leave marks, so ensure you are treating spills quickly by blotting with a white, clean cloth.

Sisal is a premium natural fibre extracted from the leaves of the Agave Sisalana plant. It is primarily sourced from tropical climates, most notably Brazil and East Africa. Sisal is a highly sustainable material for several reasons.

•  Renewable Resource: The Agave plant is fast-growing and requires minimal maintenance, making it a naturally renewable crop.
•  Low Chemical Input: The process of extracting the Sisal fibre - which involves hand-harvesting, crushing, and drying - is traditionally low-impact.
•  Eco-Friendly: Alternative Flooring ensures its natural plant fibre collections, including Sisal, align with our Planet ethos by using environmentally responsible sourcing and manufacturing techniques wherever possible.

While Sisal is exceptionally durable, it presents a challenge for homes with certain pets, particularly cats and kittens:

•  Cats: Sisal's dense, loop, or horizontal weave patterns (like Bouclé or Herringbone) are highly attractive to cats as a scratching surface. Their claws can easily catch on the fibre, leading to snags, pulled loops, and potential damage to the weave.
•  Dogs: Sisal holds up well against dogs, as its coarse nature provides good grip. However, any accidents (urine or vomit) must be treated immediately with dry-cleaning methods to avoid permanent moisture stains.
•  Alternative options: For maximum peace of mind in pet-heavy homes, Alternative Flooring would suggest your consider one of our stain-resistant, water-proof Faux floor coverings collections, such as the Anywhere Ca-rPET, which offer the texture of a natural fibre with the unbeatable performance of a synthetic.

Jute is recognised as the softest and silkiest of the natural plant fibre floor coverings (Sisal, Coir, Seagrass), making it the ideal choice for spaces where comfort and warmth underfoot are the top priority.

• Source of Softness: Jute is hand-harvested from the stalk of the giant Corchorus plant. Unlike Sisal, which is derived from rigid leaf fibres, Jute is much finer and less abrasive.
• Ideal Placement: Because of its delicate nature, Jute is best suited for low-traffic, 'shoeless' areas of the home.
• Recommended: Bedrooms, dressing rooms, and quiet living rooms.
• Areas to Avoid: Stairs, high-traffic hallways, and rooms that involve heavy furniture movement.

Coir is a highly durable, natural fibre extracted from the outer husk of coconuts (Cocos nucifera), primarily sourced from Kerala, India. It is a sustainable material that utilises a by-product of the coconut industry.

• Durability: The fibre is naturally thick, coarse, and resilient, making it extremely hard-wearing; perfect for managing foot traffic and scraping dirt.
• Wet Processing: The husks are traditionally soaked and softened in seawater before being spun into a dense, golden-brown yarn, which contributes to its unique durability and rustic feel.
• Ideal Placement: Coir is the strongest choice among natural fibres for entrance halls, utility rooms, porches and any area requiring a highly resilient, 'homespun textural experience' as offered by Alternative Flooring.

What is Sisal? Sisal is a versatile, strong white fibre extracted from the leaves of the Agave Sisalana plant, primarily grown in tropical climates like Brazil and East Africa. It is a renewable, sustainable resource.

Key Characteristics:

• Versatility: Being a white fibre, Sisal can be dyed into a vast spectrum of colours (including vibrant and metallic hues) without losing its integrity.
• Texture: Sisal fibre is spun into strong yarn that holds structure, allowing for complex, architectural weaves like Herringbones, Bouclé and Malay.

• Durability: Sisal is the most hardwearing of the natural plant fibres, offering excellent resilience for busy family homes.

Best Use: Sisal is ideal for high-traffic areas such as stairs, hallways and living rooms.

To explore our entire Sisal Collection of carpets, rugs and runners, click here. 

Welcome to feel-good flooring. When it comes to deciding the best natural carpet for your home, it is down to two things, the feel you want underfoot and durability. Jute is a supremely soft fibre, this golden hued carpet is great for bedrooms and lounge spaces but not recommended for stairs as it is so, so soft. Sisal however, especially the designs with slight flecks in the weave, is a hard wearing and durable natural fibre, perfect for stairs and all living spaces.

Seagrass and coir carpets provide a more rustic country feel and are chunky and hard wearing. A worthy note: We do not recommend Seagrass for stairs as the natural oils overtime could become slippery. Seagrass is also not suited to high moisture areas. 

The possibilities when it comes to natural carpets are most certainly endless. If you had to make us choose, hero of the hallway, saviour of stairs, exotic sisal carpets are the smart, sustainable choice for any home.

Believe it or not, we have our own way of describing our unique carpet-making capabilities. We call it manucrafting, combining expert craftsmanship with the latest manufacturing technology in action. From handwoven on traditional looms to carpets made using a mix of wool and Tencel™ fibres, all our wool carpets are individually crafted with care.

Our wool carpets are extremely easy to clean, however, you should only use cleaning products with the WoolSafe Certification Mark. Remember to always blot and never rub, otherwise you risk distorting or changing the direction of the pile. Do not use washing-up liquids or soaps as they can cause problems like rapid re-soiling, colour bleeding or damage to the pile. Too much to remember? Rest assured, our handy Help & Advice section has everything you need to know.

Our faux carpets are made from made-made synthetic materials such as polypropylene and polyester which means they won't easily fade or change in colour. Even in the sun, our ingenious range of synthetic sisal look-alike collection of Anywhere floor coverings can be used everywhere, from outdoor rugs to kitchen, bathroom and conservatory carpets.

Synthetic or faux carpets are moth resistant - moths just don’t like these fibres and prefer softer fibres such as wool. This makes faux carpets a great choice for a woven, natural looking spaces where moths may be a concern.

Patterned carpets have always been around and the reason for that is they look great and are highly practical. Tastes and trends change and so do the patterns for your floors.  Using patterned carpets for stair carpet, is not only a practical option but makes a statement too. We have a range of on-trend  patterned carpets available, choose from dots, skins, tartans and or geometric patterns. Great British designers love a pattern and colour, that's why Alternative have partnered with some of the best; Margo Selby, Ben Pentreath, Ashley Hicks and Divine Savages.

Always call the experts. Alternative retail partners have experienced, professional carpet fitters who will visit your home measure and advise on how to use the pattern in the space. As the carpets  are purchased by the width the fitter will be able to calculate the most cost-efficient way of ordering, especially if there are stairs involved.

Most of our patterned carpets can be fitted with traditional methods such as grippers fixed to the perimeter and the inner area filled with a suitable underlay. Alternatively, we do have some carpet installation guides with key tips on how to install a carpet and what to expect.

If stripes run parallel left to right, this will draw a person’s eye from side to side. Striped carpets running vertically will give a lengthening effect. It’s all down to your preference and what works well for your interior space. So, whether you're looking for striped stair and landing carpet, or a living space, we've got you covered.

Carpets are generally sold by the width. We would always recommend contacting your local Alternative retail partner to visit your home, measure your staircase thoroughly and advise on the amount of carpet required for your stairs.  Contact your nearest retail partner here, Where to Buy. 

Neutral carpets provide a back drop for your interior style. Beiges and browns are seen as a good neutral carpet colours as they can easily complement bold interior design. Black and grey neutral carpets give a feeling of elegance and sophistication, perfect for adding a timeless and classic feel to your room.

We understand that when buying neutral carpets, maintenance and keeping your carpet clean is a top consideration. We have partnered up with the experts, WoolSafe, to give you expert cleaning advice. Apply a WoolSafe Approved spot remover for easy cleaning, which include our Natural Flooring Care Kits. We also have handy 'how to' videos on how to remove stains from your neutral carpets safely.

Sisal is a natural fibre that is inherently hydrophilic (water-loving), meaning it readily absorbs moisture. When water or any liquid is spilled, the fibre swells and can dry unevenly, often leaving a permanent, visible water mark or ring.

•  The Key Rule: Avoid all water and steam cleaning methods. Only use specialised dry cleaning solutions or kits designed specifically for natural fibres, such as the Alternative Flooring Natural Flooring Care Kit.
•  Immediate Action: Blot spills immediately with a clean, white cloth or paper towel - do not rub, as this will push the moisture deeper into the fibre and could distort the fibres. 
•  Recommended Solution: We strongly recommend having one of our Woolsafe approved Natural Flooring Care Kits on hand. For large or challenging stains, contact a WoolSafe approved professional cleaner who specialises in natural and delicate fibres.

Sisal must be installed by a professional fitter, and two steps are non-negotiable to prevent warping, shrinkage, or stretching:

•  Acclimatisation (Mandatory): Sisal is sensitive to changes in temperature and humidity. The carpet must be unrolled and left to acclimatise in the room where it will be fitted for a minimum of 48 hours (ideally 72 hours) before cutting or installation begins. This allows the fibre to fully adapt to the room’s climate.
•  Recommended Underlay: A new, high-density underlay (not old underlay) which is suitable for use with the double-stick installation method, is required to ensure the floor covering is laid tautly and evenly. This is critical for maintaining the weave's appearance.

Jute is extremely sensitive to moisture and must be kept completely dry. As with all natural plant fibres, Jute is highly absorbent, and water can cause permanent staining or even cause the fibre to stiffen and shrink.

• Cleaning Method: Only use dry cleaning methods (such as specialised dry-powder cleaning kits like our Natural Flooring Care Kit) and vacuum regularly with a suction-only setting (avoiding beater bars).
• Spill Protocol: If a spill occurs, blot it immediately with a clean, dry white cloth or towel. Do not rub, and never attempt to spot-clean using water or traditional liquid cleaning solutions.
• Protection: We recommend professional application of a stain inhibitor, such as Intec, to provide a time-sensitive barrier against accidental liquid spills. Alternative Flooring can supply this to all Jute carpet, rugs and loose laid runners. 

What is Jute?: Jute is a natural, soft fibre sourced from the stalk of the tropical Giant Corchorus plant, mainly cultivated in India. It is one of the fastest-growing and most readily available natural fibres.

Key Characteristics:

• Feel: Jute is recognized for its luxurious, silky softness, making it the most comfortable natural plant fibre option underfoot
• Look: Jute has a soft, golden hue and is typically woven into fine Herringbone and Bouclé patterns, or into denser, chunkier designs. 
• Water Sensitivity: Jute is the most sensitive natural fibre to water and should be kept in dry spaces avoiding areas where spillages are more likely to occur.

Best Use: Jute carpets, rugs and runners are recommended for low-traffic, dry areas where comfort is paramount, such as bedrooms, dressing rooms or quiet studies.

To explore our entire Jute Collection of carpets, rugs and runners, click here.

A silky-soft jute carpet is the softest natural carpet you can get for your home. The plant fibre is naturally soft, with fibres that are spun, bundled and soaked in water which only adds to their luxurious softness. It won't irritate the skin and all  jute floor coverings, carpets, rugs and runners are naturally moth resistant. It may even be the most eco thing you can put on your floor!

This natural flooring has maximum sustainability creds, is too soft for stairs but  perfect for bedrooms, dining rooms and lounge spaces.

We recommend vacuuming wool carpets at least two or three times a week. For the first few weeks, we recommend using a vacuum cleaner with a brush to remove any surface fluffing. After that, you can use a suction-only vacuum. High traffic areas need most attention, with at least three passes or more. Please  take a look at ‘the technical stuff’ for your chosen product to check particular vacuum cleaner recommendations for your  specific product.

Wool the wonder fibre. Wool carpets have many  advantages over other carpet materials. Wool carpets are natural. They are easy to clean, naturally insulating, sound absorbing and naturally flame retardant. Wool carpets do not flatten easily like some man-made fibres.  Our wool carpets are soft to walk on at the end of a long day, you'll never want to wear socks at home again.  What's more is that most of our wool floor coverings have been treated with mothproofing to protect your carpet and to stop them from ingesting the fibres. Check our brochure for the moth symbol to find which carpets are mothproofed or look at ‘About me’ for each individual product to see whether the products have mothproofing applied.

You can order swatches of all our products online and they will be delivered to your door. Alternatively, you can visit one of retail partners who will order a sample for you. 

Stripes are the popular choice when it comes to the modern home. Colours and widths change over time but the versatility of the stripe remains. Striped carpets allow you add pattern with an injection of colour to your home.

The Essentials Collection is for easy living where natural flooring choices are simple and all at an accessible price point. The collection is extremely versatile, and we have a large selection of neutral carpets to choose from. Our collection includes wool carpets ranging from neutral herringbone zig zag patterns to wool rib patterns. We also have a selection of plant fibre herringbone carpets finished in 100% sisal yarn, perfect for living rooms, halls and staircases.

Neutral carpets are all about creating a warm and welcoming feeling. Your home should tell your story and make your heart sing as soon as you walk through the door. Neutral carpets work really well with dark wall colours, adding brightness to your room and alluding to a larger space. Neutral carpets also go perfectly well with soft, light wall colours. Pairing your neutral carpet with a soft wall colour a couple of tones lighter will instantly create an elegant vibe. Dependent on whether you’re looking for warm or cool tones, we suggest taking a look at greys, whites, blues and greens.

Sisal's superior dyeability is one of its key advantages as a natural plant fibre, and a primary reason why Alternative Flooring offers Sisal in a vast spectrum of colours including metallic hues.

• White Fibre Base: Sisal is extracted as a naturally white fibre. This clean base means it can absorb and lock in dye pigments effectively.
• Seagrass Comparison: Seagrass fibre, by contrast, retains its natural colour and waxy coating, meaning it cannot be successfully bleached or dyed, limiting its colour range.

Yes, applying a reputable stain inhibitor is the best way to add a layer of practical protection to absorbent natural fibres like Sisal.

•  Intec Stain Inhibitor: Alternative Flooring offers the Intec Stain Inhibitor service, which is a solvent-free, environmentally friendly solution applied to the floor covering before dispatch.
•  Protection: This treatment reduces the impact of liquid spillages by forcing the liquid to "bead" on the surface temporarily, giving you crucial time to blot the spill and treat with a Natural Flooring Care Kit before it penetrates the fibre.
•  Important Note: The Intec treatment is a time-sensitive barrier, not a waterproof guarantee. Any spill must still be treated immediately with dry methods; it simply acts as a critical fail-safe layer of defence. Depending on the type of spill, liquid and time taken to treat, a mark may still be visible. 

Jute naturally has a beautiful, organic, soft golden-brown hue, and its colour profile is typically more subdued than Sisal.

• Inherent Colour: Unlike Sisal (a white fibre), Jute retains its natural pigment, which gives it a comforting, warm undertone. It can be dyed, but its inherent colour limits the vibrancy of the final colour palette.
• Sunlight: While its natural tone handles ambient light well, like all plant materials, prolonged exposure to intense, direct sunlight can cause gradual colour shifting or lightening over time. We recommend rotating rugs and using window coverings to mitigate this where possible.

What is Coir? Coir fibre is extracted from the husks of coconuts (Cocos nucifera), primarily sourced from Kerala, India. This process is highly sustainable, using a byproduct of the coconut industry.

Key Characteristics:

• Texture: Coir has a coarse, dense feel with a distinctly rustic, textured look.
• Durability: Coir is naturally tough and robust, offering high durability and scrub resistance.
• Moisture Tolerance: Coir is more tolerant of moisture than Sisal, Seagrass or Jute, though it is still best suited for indoor use and avoiding liquid spills as they may still leave a mark.

Best Use: Coir is excellent for use in porches, hallways, utility rooms and as durable area rugs where a heavy, rustic texture is desired.

To explore our entire Coir Collection of carpets, rugs and runners, click here.

We do not recommend using water or steam extraction for natural plant fibre and delicate floor coverings. Natural fibres such as jute, coir, seagrass and sisal contain natural colouring that is not colourfast. Jute can be particularly susceptible to colour loss through bleaching.

To avoid spots, spills and stains from becoming permanent, clean them up as soon as they occur. Please be aware that some things can immediately stain (or remove colour from) the floor covering permanently and this cannot be reversed. If you are entertaining, don’t wait until your guests have gone - speed is of the essence.

As with any spill or potential stain, it’s vital to blot the area with a clean cloth as soon as it occurs. Remember not to use anything like dish washing liquid or other cleaning agents that were not meant for carpets as this can leave behind an unpleasant residue which could spoil the natural carpet.

We've partnered with WoolSafe, our cleaning partner, who is able to give expert cleaning advice for natural fibre carpets. Our Natural Flooring Care Kits are also WoolSafe approved for use on natural fibre floor coverings. Click here to find out more.

Neutral carpets provide the blank canvas. Layer your room with soft furnishings and adorn it with soft wool and linen to create an inviting feeling or choose a subtle contrast to your room with bold throws and cushions to complement your neutral carpet. Darker tones can make your room feel smaller, but cosy, and light tones can make your space feel bigger.

Make a beautiful home where, looking down definitely means perking up.

Sisal is a highly textured, dense fibre, and while it does not shed in the same way that a cut-pile wool carpet might, you may notice some initial 'fluffing' or loose fibres when the floor covering is new.

•  Initial Fluffing: This is normal and is usually residual short fibres from the cutting and weaving process. This will decrease significantly after the first few weeks of use.
•  Vacuuming Technique: To maintain the structural integrity of the weave, always use a suction-only vacuum cleaner or a setting where the beater bar/rotating brush is disabled. The rotating brush can snag and damage the natural loops and knots of the Sisal weave.
•  Frequency: Regular, gentle vacuuming is key to preventing grit from settling deep into the weave, which can cause premature wear.

Yes, Jute is suitable for installation over underfloor heating (UFH) when following specific professional guidelines.

• TOG Rating Compliance: Jute tends to have a low thermal resistance (TOG rating), which is beneficial for UFH systems. However, the combined TOG value of the Jute carpet and the underlay should not exceed the maximum thermal resistance recommended by your UFH manufacturer as this may affect the efficiency of your UFH system. 
• Professional Fitting: Installation must be completed by a qualified professional using the appropriate low-VOC adhesive and a climate-controlled fitting process (including acclimatisation) to prevent the natural fibres from stretching or contracting during temperature changes.

What is Seagrass: Seagrass is a flowering plant that grows in clear, shallow, coastal saltwater meadows. There are over 60 varieties of seagrass, but the variety most often used in floor coverings is primarily harvested from river banks and estuaries in Vietnam and China.

Key Characteristics:

• Natural Colour: The fibre's natural colour is determined by the water level at harvest, ranging from a vibrant green to a pale yellow-brown. Due to its inherent characteristics, seagrass fibre cannot be bleached or dyed.
• Texture and Scent: It has a slightly waxy coating that gives it a subtle sheen and a mild, pleasant hay-like fragrance when first installed.
• Weave: Seagrass is often woven into a distinctive Panama or Basketweave designs.

Best Use: Seagrass is ideal for medium-traffic areas where its natural, unique colour and texture can be the design feature, such as dining rooms or lounges. Seagrass is not recommended for use on stairs or in high moisture areas. 

To explore our entire Seagrass Collection of carpets, rugs and runners, click here.

Jute is an excellent choice for bespoke rugs and loose laid runners, especially through the Alternative Flooring 'Make Me A Rug' tool, but it is not generally recommended for stairs.

• Bespoke Rugs: Its soft, pleasing texture makes it perfect for luxury area rugs in bedrooms and living spaces. Jute can be finished with a fabric binding or whipping (an over backed edge finish). 
• Stair Limitation: Jute's softer fibres are less durable and resilient to the concentrated crushing wear that occurs on stair treads, meaning it will likely flatten and show wear patterns much faster than a Sisal or Wool carpet.

Choosing the right floor covering depends entirely on your room's function, traffic level, and desired aesthetic. At Alternative Flooring, we categorise our materials into three core areas, each offering unique benefits for your space.

*See 'Where to put me' suitabilities to check for specific designs. 

Alternative Flooring offers Jute in various weaves, each providing a slightly different level of texture and resilience:

• Jute Bouclé: Uses small, tight loops. Offers a chunky texture and is one of the more visually interesting and resilient Jute weaves.
• Jute Panama: A dense, uniform basket weave. Provides the smoothest and most consistent look, suitable for minimal pattern interference.
• Jute Herringbone: Features a classic V-shaped repeat pattern. Offers strong visual definition and structure while retaining the soft textile of the Jute fibre.

These plant-based fibres offer distinct textures and durability profiles, making them suitable for different applications and spaces. If you are searching for an organic, textured aesthetic, here is a breakdown of which natural plant fibre floor covering would be right for you:

Due to its soft nature and lower resilience compared to hard fibres, Jute can be prone to indentations from heavy items like beds or wardrobes.

• Prevention: Use furniture cups or mats beneath heavy item legs to help distribute the weight more evenly across the carpet and underlay.

Wool is the wonder fibre and remains the definitive luxury floor covering choice for the home. Wool carpets, rugs and runners offer unparalleled fibre characteristics which gives enhanced benefits for both comfort and your health. 

The Key Benefits of Wool

• Natural Resilience: Wool fibres have 'bounce-back-ability' and naturally 'bounce back,' making them highly resistant to crushing and flattening from furniture, vacuuming or foot traffic.

• Improved Air Quality: Pure wool fibres naturally filter the air and can help to regulate humidity, creating a better indoor environment. Check specific products for their 'Certifications' in relation to home health and indoor air quality. 

• Superior Feel: Cosy underfoot, plus wool provides exceptional thermal and acoustic insulation.

• British Wool Licence: Alternative Flooring proudly features collections, such as the Quirky patterned carpets, that have been designed in Britain and are woven on Axminster looms in Britain using Certified British Wool, ensuring a high-quality, traceable, and sustainable product.

• Moth Resistance: Most Alternative Flooring wool carpets have been treated with a moth-proofing chemical to deter the infestation of moths. For customers seeking a completely chemical-free option, the luxurious, deep-pile Barefoot Collection is specifically designed without chemical moth-proofing.

Recycled PET (Polyethylene Terephthalate), used in the Alternative Flooring Anywhere Ca-rPET and Velvet Ca-rPET Collections, is a highly durable, innovative fibre made from discarded single-use plastics, such as plastic bottles.

• Sustainability: It is a leading example of circular economy design, diverting post-consumer plastic waste from landfills and oceans to create beautiful, long-lasting floor coverings. 50 plastic bottles are recycled to make enough fibre to weave 1m2 of Anywhere Ca-rPET; and 100 plastic bottles are recycled for every 1m2 of Velvet Ca-rPET. 

• Performance: These carpets are specifically designed to replicate the soft, luxurious feel of wool, or woven to replicate the textured look of sisal, while offering the practical benefits of a synthetic material.

• Durability and Care: Recycled PET is naturally stain-resistant, water-resistant and easy to clean, making it an excellent alternative to natural plant fibres in areas prone to moisture or spills, like kitchens, bathrooms and playrooms. The Anywhere Ca-rPET can even be used outdoors! 

We would be cautious about recommending the use of natural fibre floor coverings in these areas. Natural plant fibre flooring is inherently absorbent and can be sensitive to any change in the environment or atmosphere. If fitted in an area where there is constant change in temperature, such as a bathroom, kitchen or basement, the fluctuating temperatures and damp may result in shrinkage and/or mould or mildrew growth. We would also be cautious because natural fibre flooring can mark with liquid spillages. Our Anywhere range of Faux flooring coverings, woven from synthetic rather than natural materials, would be more suited to these areas.

From our research, natural plant fibre floor coverings, made from materials such as coir or sisal, are 'naturally' moth resistant - moths just don't like the taste of coarse plant fibres. Most of our wool carpets have been treated with a moth proofing chemical to help with moth resistance; however to help identify those that are and those that are not we have a helpful 'Moth Resistant' field in the Product Information area of each of our beautiful floor coverings. Our luxurious deep pile Barefoot eco carpet collection has not been treated with moth proofing chemicals because it has been specifically designed to be chemical free.  

It would really all depend on the individual person and their sensitivities. Our natural floorings are made from 100% natural plant fibres and, although the sisal floor coverings are dyed, most are not treated with any further chemicals. 

However, you may find that sensitivity will occur with the latex backing that we use on all our natural fibre floor coverings. The latex is a mix of natural latex and synthetics. 

Most of our wool carpets are made from 100% pure wool but, again, may have been dyed or chemical treatments such as moth proofing may have been applied. There is also a chance that chemical adhesives have been used to secure the backing/s to the carpet fibre. We have tried to list as may of these as we can in the Product Information area of each individual product.

We want you to know exactly what goes into making each of our beautful floor coverings. However, chemical sensitivities are a very personal thing - and we cannot make any guarantees. Perhaps ordering a larger sample from Alternative HQ would be a good place to start? 

As far as we are aware, currently the only range we would suggest as 'breathable' would be our Anywhere Rope collection as this has an extremely thin latex backing, as opposed to a thicker latex compound or foam. 

Unfortunately, not at the moment. All of our natural plant fibre, wool and faux floor coverings have a backing as they are made with the intention of being fully fitted as wall-to-wall carpets. These backing range from latex compounds, jute to man-made woven fabrics such as Action Bac. We have highlighted the backing/s used in the Product Information area of each product. 

Unfortunately, natural fibre floorings, such as sisal and seagrass, are inherantly absorbent and may mark if water is spilt on them. The degree of mark that is left will depend on what is spilt and how quickly it is treated. We would always suggest having one of our Natural Flooring Care Kits to hand in case of any spillages.

Show Me My Room is an easy to use, online visualisation tool where you can quickly see and get a feel for any one of our carpets in your own interior space, even on your stairs. There are only four simple steps with no fiddly masking or technical photo editing required – Show Me My Room does it all for you.

As natural plant fibre floorings do not 'like' water, we would always suggest using dry cleaning methods. These floor coverings are delicate, they need care, attention and the right cleaning products. The great news is that our Natural Flooring Care Kit has been tested and approved as safe to use on delicate fibre floor coverings by WoolSafe. So you can be confident to use this on any spots and spills on your sisal, seagrass, jute, coir or even pure wool carpet. For more information see our Product Care Tips here.

Intec Stain Inhibitor is a solvent free, environmentally friendly solution which, if requested, is applied to our carpets, rugs and runners in our warehouse before dispatch*. Intec has been specifically developed for natural floor coverings and will reduce the impact of liquid spillages while also prolonging the life of your flooring.

Intec is water based and does not contain any copolymers or silicone meaning that is is PFOA/PFAS-Free. 

However, even if your floor covering has been treated with Intec, we would still recommend that any spillages are treated as soon as possible with one of our Natural Flooring Care Kits to avoid a mark being left.  

*Please be aware that this is a chargeable service.  

Each of our floor coverings will have different recommendations when it comes to vacuuming. Some will require suction only vacuum cleaners, others will stand up to the more rigorous vacuums with a beater bar and some will need a mix of both. We have given a suggestion to help you when it comes to your choice of vacuumming routine in the Product Information area of each product.  For further information on vacuuming please see our Product Care Tips.

We understand that every situation is different and our Product Care Tips may not cover all eventualities. Therefore if you have an urgent question relating to the care and cleaning of your sisal, coir, jute, seagrass, wool or synthetic carpet, please speak to the experts at WoolSafe on 01943 850 817 or an email to office@woolsafe.org, they will be more than happy to help.

It's best to use a professional fitter for both home and commercial fitting. Using a recommended underlay is also a good idea. Leave your natural flooring to acclimatise for at least 48 hours before fitting; this can be loosely rolled as long your new flooring has been un-wrapped and the air can flow around and through it. See our Installation Tips here.

Attempting to join or seam a flatweave wool flooring, such as our Wool Iconic, Wool Herringbone or Wool Hygge, is not recommended. Where possible we would suggest only installing as a single width. 

The joy of carpet is having warmth and texture underfoot.

Underfloor heating can make your carpet extra snuggly, but there are things to consider when choosing your flooring.

The main thing to consider is tog value of the carpet. The tog is a measure of thermal insulation also known as thermal resistance. The tog value of the carpet plus the tog value of the underlay need to be considered as a combined tog. 

Therefore, your choice of carpet and underlay are important factors when discussing installation plans with you selected retail partner.

We do, however, also suggest that you contact your underfloor heating manufacturer for their recommendations, and to ensure that the combined tog value of both the carpet and the underlay is suitable for your chosen heating system.

Where possible we have included TOG ratings in the Product Information area on each individual product so you can check with your underfloor heating manufacturer whether your chosen flooring will be suitable.

Seagrass contains its own natural oils so, when it's used on stairs, it could become slippery. It's also not the most hardwearing of natural fibre floor coverings and, therefore, may not last as long as sisal or coir.

The Make Me A Rug designer is Alternative Flooring’s innovative online service, built to simplify the creation of a truly bespoke rug or made-to-measure runner that perfectly fits any unique space.

Your Custom Design Process:

1. Choose Your Base: Select any flooring from our collection, including natural plant fibres, wool and durable faux carpets.

2. Personalise the Edging: Mix and match from a wide range of available border styles, fabrics and colours for a truly unique finish.

3. Specify Dimensions: Enter your required bespoke size or pick from a selection of popular sizes and view the result instantly on screen.

4. Enhance Performance: You can add essential extras, such a Natural Flooring Care Kit or INTEC stain protection, directly to your order.

See your design come to life instantly on screen and once finalised, your creation is available to order for either Home Delivery or simply Click 'n' Collect from your local Alternative Retail Partner.

Yes, Alternative Flooring can accommodate complex or oversized requests for rugs and loose laid runners that go beyond the capabilities of the online tool.

• Online Tool Capacity: The online Make Me A Rug tool is designed for standard rectangular or square rugs and loose laid runners under 6 metres long.

• Bespoke Shapes: We can handle larger pieces and unusual, complex shapes such as 'L' shapes (internal mitres), 'T' shapes, and circular rugs.

• Next Steps: For any size over 6 metres or a complex shape, you must contact your local Alternative Retail Partner for a personalised consultation and pricing.

Ordering a beautiful, bespoke stair runner is a two-step process that combines our online design capabilities with the expertise of a professional fitter:

Step 1: Design Your Vision Online

• Use our 'Make Me A Rug' online designer to choose your perfect combination of flooring and border.

• While the tool says 'rug,' any flooring and border combination possible here can also be used for a custom loose laid runner or stair runner.

• Crucially, verify that the floor covering you choose is suitable for stairs before moving to the next step.

Step 2: Partner with a Local Expert for Installation

• Once you have your design idea, contact your local Alternative Retail Partner.

• Our Retail Partners are equipped to guide you through the remaining process which includes,

  • Finalising Choices: Discuss your flooring and border selections in more detail and supply large samples.

  • Measure & Suitability Check: Visit your home to professionally measure your staircase and confirm the chosen floor covering is suitable for stair use.

  • Installation & Estimate: Discuss installation options (such as Waterfall or Hollywood style) and provide a final estimate for the complete project.

A turning staircase requires expert measuring and fitting, and our experienced Alternative Flooring Retail Partners will ensure a seamless, beautiful result.

• Initial Design: Start by designing your perfect flooring and border combination using the Make Me A Rug tool (even though it says 'rug', the combination is possible for a stair runner if the product itself is suitable for stairs).

• Professional Expertise: Contact your local Alternative Retail Partner for guidance. Our partners are fully conversant with all our floor coverings and use their professional expertise to measure and install runners on all types of staircases, including complex turns.

These terms describe the two main professional installation methods for securing stair runners.

Recommendation: Always discuss these options with your Alternative Retail Partner, as the runner's material, thickness, and construction may dictate the best look for your particular staircase.

The most effective method to ensure stability and safety for any Alternative Flooring rug or loose laid runner is by using a high-quality rug underlay.

Benefits of Rug Underlay

• Stops Movement: Prevents the rug from sliding on smooth floors (like wood or tile) and creeping on fitted carpets.

• Safety: Significantly reduces the risk of slips, trips and falls.

• Cushioning: Adds extra comfort and superior cushioning underfoot.

• Floor Protection: Protects the hard flooring underneath from abrasion and any potential color transfer.

Our Anywhere and Anywhere Ca-rPET floor coverings are specifically designed as durable, stylish options for outdoor living spaces.

However, to maximize the life and aesthetic of your product, please bear in mind that prolonged exposure to extreme weather conditions (intense rain, snow, or harsh sun) throughout the year may limit the overall lifespan of the rug. We recommend storing or covering it during extreme seasons.

Choosing the right area rug size is critical for grounding your furniture and defining a space. For a living room, the goal is to create balance by ensuring the rug is large enough to anchor the main pieces of furniture.

• Anchor the Furniture: Ideally, your rug should be large enough so that at least the front two legs of your sofa and any accent chairs sit on the rug. This creates a cohesive, well-defined conversation area.

• Maintain Clearance: Ensure the rug leaves an equal border of bare floor (about 10–24 inches or 25–60 cm) around the perimeter of the room to keep the space feeling open.

• Dining Rooms: For dining areas, the rug should be large enough so that when chairs are pulled out from the table, all four chair legs remain completely on the rug.

Layering a rug over an existing fitted carpet is a fantastic way to add warmth, define zones, or introduce a unique pattern (like our Quirky patterned carpet collections) without wall-to-wall installation. However, the top rug should be secured to prevent shifting.

• The Problem: Rugs placed directly on carpet are prone to bunching, wrinkling, and creeping, which is unsightly and a tripping hazard.

• The Solution: The absolute best practice is to use a high-quality, non-slip underlay specifically designed for carpet-to-carpet use. This type of underlay utilises friction and density to grip both layers, holding the top rug firmly in place while adding extra cushioning.

• Avoid Thin Padding: Standard felt or waffle padding will not work; look for a dense, non-skid rubber or needle-punched fibre pad designed to be placed between two soft surfaces.

The Alternative Flooring Warranty covers any manufacturing defect that occurs or becomes apparent up to five years from the date of purchase.

To be eligible for cover by the Alternative Flooring 5-Year Warranty, several key terms and conditions must be met:

• Fitting Standard: All Alternative Flooring carpets must be fitted by a professional company to BS5325 standards.

• Product Suitability: The product must be fit-for-purpose for the area installed, as per our published product location recommendations.

• Registration: You must register your warranty online at www.alternativeflooring.com within two months of the delivery of the product.

• Ownership: The warranty is only eligible in the name of the original purchaser and is non-transferrable.

• Maintenance: Carpets, rugs and runners should be regularly cleaned and maintained to a reasonable standard.

Yes, we provide specific guarantees against moth damage depending on the material:

• Non-Wool & Synthetic Products: These products are covered by a ten-year guarantee against moth damage.

• Wool & Wool Blended Products: These products are guaranteed for a period of five years against moth damage.

For any complaint or query, please contact your place of purchase in the first instance.

You must register your warranty online at www.alternativeflooring.com within two months of the delivery of the product to be eligible for cover.

Ceneva® is the world's first zero-Styrene Butadiene Rubber (SBR)-based carpet backing compound. It represents a significant step forward in manufacturing floor coverings with superior health and environmental properties.

The Ceneva® Advantage: VAE Compound

Instead of using traditional SBR latex, Ceneva® utilizes a compound based completely on Vinyl Acetate Ethylene (VAE). This material substitution provides critical benefits, positioning it as an authority signal for healthy interiors:

• Ultra-Low VOC Emissions: The most important advantage of the VAE compound is that it is formulated for significantly reduced levels of Volatile Organic Compounds (VOCs), particularly eliminating the potential for styrene off-gassing associated with SBR. This directly contributes to better indoor air quality (IAQ).

• Environmental Responsibility: Ceneva® is the solution for customers seeking environmentally conscious components in their flooring. Using this backing aligns with Alternative Flooring's sustainability goals.

• Enhanced Product Stability: The VAE-based compound provides a strong, reliable bond for the final product, contributing to the overall longevity and dimensional stability of the carpet.

By choosing carpets featuring the innovative Ceneva® backing, you are selecting a flooring option that minimizes chemical impact while upholding the highest standards of durability and performance.

The fire ratings displayed on our Alternative Flooring products provide critical safety information confirming the carpet's performance under fire conditions. These ratings ensure the floor coverings meet the strict CE Certification standards required for the European market.

The classification is based on two separate, mandatory tests: Ignition (Flammability) and Smoke Production.

Classification for Ignition (Flammability)

This is the primary test that determines how easily the floor covering ignites and how quickly the flame spreads. The results are classified using the letter 'fl' (for floor) and run on a scale from Afl to Ffl:

Classification for Smoke Production

Alongside flammability, the carpet is tested for the amount and speed of smoke released, as smoke inhalation is a major safety concern in a fire. The result is classified using the letter 's' (for smoke):

• s1 (Low Smoke): Very little smoke production. This is the optimal result, confirming the material poses a minimal smoke hazard.

• s2 (Higher Smoke): A bit more smoke production. The product still meets compliance standards, but the smoke release rate is higher than s1.

Example

When viewing a product specification, a classification of Cfl-s1 (common for high-quality domestic carpets) would mean:

• Cfl: The carpet has a moderately limited flame spread.

• s1: The carpet produces very little smoke, making it a safer option for escape routes.

Where possible Alternative Flooring ensures all products are clearly marked with their relevant fire rating to help you select a floor covering that meets the safety regulations for your domestic or commercial project.

Solution Dyed is a premium manufacturing technique used for synthetic fibres (such as polypropylene, polyester or nylon) that dramatically improves a carpet's resistance to fading, sun damage and staining. It is the gold standard for colour-fastness in synthetic flooring, which is why it is often used in performance-focused products like the Alternative Flooring Velvet Ca-rPET and Echo-CoRE collections.

How Solution Dyeing Works

Unlike traditional dyeing, where colour is applied to the fibre's surface after it's made, Solution Dyeing integrates the colour pigment much earlier in the manufacturing process -

1. Pigment is Added: Dry colour pigment is added directly to the liquid polymer solution (the 'solution') before the fibre is spun into yarn.

2. Colour Integration: The resulting fibre is solidified with the colour running through the entire strand - like a carrot, not a radish.

3. Permanent Colour: The colour is locked deep within the fibre structure, making it permanent.

Key Benefits

• Exceptional Fade Resistance: Solution Dyed carpets are highly resistant to UV rays, meaning the colour is less likely to fade from exposure to direct sunlight in conservatories or south-facing rooms.

• Superior Stain Resistance: Since the fibre itself is coloured and not just coated, it is non-porous and incredibly difficult to stain. This allows for the use of stronger cleaning agents (like diluted bleach) without damaging the colour.

• High Durability: The process of dyeing strengthens the fibre, leading to a long-lasting and resilient carpet, ideal for high-traffic domestic use and demanding commercial environments.

Some our floor coverings have a GUT Licence displayed in 'The technical stuff...' section of their website page, but what does this actually mean? Well, in short, these are carpets tested for a better living environment. 

A GUT Licence is an official quality mark and environmental certification specifically for textile floor coverings (carpets, rugs, and runners) from the Gemeinschaft umweltfreundlicher Teppichboden (Community of Environmentally Friendly Carpets). It is a highly respected European standard that gives consumers confidence in the health and safety of their floor coverings.

Key Purposes of GUT Certification

The GUT Certification ensures that a carpet product has been rigorously tested and meets strict criteria across three critical areas - 

1. Low Emissions (VOCs): This is the most important aspect. GUT sets stringent limits for the emission of Volatile Organic Compounds (VOCs), such as formaldehyde and styrene, which ensures better indoor air quality and a healthier home.
2. No Prohibited Substances: The product is tested for a comprehensive list of harmful or hazardous substances, including pesticides, heavy metals and chlorinated phenols.

3. Low Odour: GUT testing includes sensory analysis to ensure the carpet does not emit an intense or unpleasant smell, which is often related to off-gassing.

How to Identify a GUT Licensed Floor Covering

Every GUT Licenced product carries a unique, registered licence number and barcode that verifies its origin and compliance. This number confirms that the specific carpet roll, piece, or product has been manufactured under an environmentally responsible quality management system.

• Trust Signal: If a carpet holds the GUT Certification and Licence, it signifies that the manufacturer is committed to environmental protection, health, and consumer safety throughout the entire production lifecycle, from raw material to finished product.

To find out more about GUT, or to check the test results for a specific floor covering, please click here. 

The Eurofins Gold Certification is one of the most stringent and respected voluntary quality labels in Europe for product emissions, setting a very high bar for indoor air quality. It is granted by the independent testing organisation, Eurofins Scientific, and focuses specifically on ensuring that interior products, including floor coverings, release minimal levels of pollutants into the air.

Some Alternative Flooring collections have achieved the Eurofins Gold Certification such as Velvet Ca-rPET and Echo-CoRE.

Key Aspects of Eurofins Gold

• Focus on Low VOCs: The certification requires extensive testing for Volatile Organic Compounds (VOCs). Products must demonstrate ultra-low emissions across a wide range of regulated and unregulated VOCs for the certification to be awarded.

• Strictest Standard: The Gold label is the highest level of the Eurofins certification schemes. It is often necessary for products aiming for credits in major green building rating schemes like BREEAM (as seen in the HEA 02 credit) and LEED, which makes it a crucial signal for architects and commercial specifiers.

• Consumer Confidence: When you choose a carpet, rug or runner that holds the Eurofins Gold Certification, you have an independent guarantee that the product, contributes to a healthier and safer indoor environment with cleaner air.

• Formaldehyde Testing: A major part of the testing process is verifying extremely low or negligible release rates of formaldehyde, a common concern in building materials.

The Blue Angel (Der Blaue Engel) is the official environmental label of the German Federal Government, making it the oldest and most trusted environmental certification worldwide. Established in 1978, it is not just a commercial label; it is a government-backed mark for products and services that meet high standards for environmental protection, health, and usage characteristics.

Key Focus Areas for Floor Coverings

Unlike certifications that focus only on emissions, the Blue Angel label takes a holistic view of a product’s entire life cycle. For floor coverings, it signals that the product is - 

• Low-Emission: The carpet or floor covering strictly limits the emission of harmful substances, including Volatile Organic Compounds (VOCs), contributing to better indoor air quality.

• Environmentally Friendly: It ensures the product minimizes its environmental impact during manufacturing, usage, and disposal. For example, it restricts the use of certain heavy metals and chemical flame retardants.

• Health and Safety Tested: The label verifies that the finished product is safe for consumers and that the manufacturer adheres to responsible environmental practices.

Why the Blue Angel Certification Matters

When you see the Blue Angel symbol on a carpet, rug or runner it confirms that the product - such as select collections from Alternative Flooring like the Velvet Ca-rPET and Echo-CoRE - is not just low-VOC, but is also a demonstrably eco-conscious choice that has been vetted by an official, independent body throughout its entire production and life cycle.

'PFAS-Free' means the carpet is made without the use of Per- and Polyfluoroalkyl Substances. These are a large group of man-made chemicals, commonly known as "Forever Chemicals," that were historically used by the flooring industry as a surface treatment to provide powerful stain, soil, and water repellency (often marketed under brand names like Teflon or Scotchgard).

Choosing a PFAS-free floor covering offers two key benefits:

• Healthier Indoor Environment: PFAS chemicals can wear off the carpet fibres over time and settle into household dust. Because they do not break down, they can be absorbed through direct contact or dust ingestion, raising concerns about potential long-term health effects. By choosing PFAS-free, you eliminate this source of exposure in your home.

• Environmental Responsibility: These chemicals are extremely persistent in the environment, contaminating waterways and soil for centuries. Opting for PFAS-free materials supports broader environmental efforts to phase out these lasting pollutants.

Our wool and natural plant fibre collections should not intentionally contain PFAS, however if you have a specific concern please contact our friendly team on hello@alternativeflooring.com and we will investigate further.

For our Faux collections, made from synthetic fibres, we have had confirmation that our Anywhere, Anywhere Ca-rPET and Velvet Ca-rPET are PFAS-Free.  

We can also confirm Intec, our environmentally friendly stain inhibitor, does not contain any PFAS. 

Carpet shading, also referred to as watermarking, is a natural phenomenon, particularly visible in dense, cut-pile carpets like velvets or plushes, and it is not considered a manufacturing defect.

This effect occurs when the pile fibres are bent or displaced in different directions due to foot traffic, vacuuming, or localized pressure (like furniture being shifted).

• How it Happens: When the fibres are disturbed, light reflects off the bent pile at varying angles, creating areas of light and dark patches that look similar to water stains.

• Visual Result: The result is a change in the carpet's appearance, where the shaded areas appear darker and the non-shaded areas appear lighter. This visual effect is characteristic of luxury cut-pile styles and enhances their refined texture.

• Key Takeaway: If you choose a plush or velvet carpet, such as those in the Alternative Flooring Faux collection like Velvet Ca-rPET or Echo-CoRE, the visibility of shading is an inherent feature you should expect and accept as part of the material's aesthetic. It is a property of the pile structure, not a defect in the fibre itself.

Volatile Organic Compounds (VOCs) are gasses emitted from certain solids or liquids used in the manufacturing of many household items, including paints, furniture, and floor coverings. These gasses can be released into the air over time, a process known as "off-gassing."

• Impact on Health: High concentrations of VOCs can negatively affect indoor air quality, potentially leading to headaches, nausea, or long-term health issues.
• Low-VOC Importance: Choosing low-VOC or zero-VOC products, such as many of the natural and eco-conscious collections from Alternative Flooring, ensures better air quality and a healthier living environment for your family and pets.

The most reliable method to confirm a carpet's low-emission status is to look for independent, third-party certifications that specifically test for VOC levels and restricted chemicals. These certifications provide trust-building authority signals that go beyond mere manufacturer claims.

Key certifications to look for include:

• GUT Certification (Gemeinschaft umweltfreundlicher Teppichboden): A comprehensive European standard that sets strict limits for VOCs, formaldehyde, and pesticide residues in carpets, ensuring environmental and health compatibility.

• Eurofins Gold: One of the most stringent and recognized indoor air quality (IAQ) labels in Europe, requiring extremely low emission levels across a wide range of VOCs.

• Blue Angel (Der Blaue Engel): The German government's environmental label, which rigorously tests products to ensure they meet high standards for environmental protection, health, and usage properties, including minimal emissions.

• Oeko-Tex Standard 100: Primarily focused on harmful substances, this certification ensures the textiles used in the carpet, from yarn to finished product, are free from a list of over 100 regulated and harmful substances

To see if a specific Alternative Flooring carpet has been tested by one of these independant, third parties, simply check the 'Certification' under 'The technical stuff' section of the product.

BREEAM (Building Research Establishment Environmental Assessment Method) is the world's leading sustainability assessment method for infrastructure and buildings. It sets the standard for environmentally sound and high-performing assets.

HEA 02: Indoor Air Quality is the credit under BREEAM's Health and Wellbeing category that specifically addresses pollutant levels within a building. Its purpose is to recognize and encourage the creation of a healthy internal environment for occupants.

What HEA 02 Covers for Flooring

HEA 02 is a broader requirement than a single product certification, covering the entire construction process. For interior finishes like carpets, it specifically awards credits for Emissions from Construction Products.

• Focus on Low VOCs: To achieve the available credits (up to two, plus one exemplary level), all five major interior product types (including flooring materials and adhesives) must meet strict emission limits for Total Volatile Organic Compounds (TVOC) and Formaldehyde.
• Compliance: BREEAM does not issue its own product label. Instead, it recognizes and accepts evidence from established third-party schemes like GUT, Eurofins Gold and Blue Angel as proof that a product (like a carpet, rug or runner) meets the required low-emission criteria for the HEA 02 credit.

• The Big Picture: Achieving HEA 02 means the entire design team has actively specified low-emission materials, ensuring that the Alternative Flooring floor covering selection contributes positively to the building's overall environmental and health performance rating.

Yes, the material your floor covering is made from can significantly impact potential VOC emissions.

• Natural Plant Fibres (Sisal, Jute, Coir, Seagrass): Materials like the ones used in the Alternative Flooring Natural Carpets collection generally have inherently lower VOC footprints compared to some synthetic options, provided the backings and adhesives are also low-emission.

• Wool Carpets: High-quality wool is a sustainable natural fibre known for low emissions and even the ability to absorb certain air pollutants. Look for wool carpets that use natural latex or felt backings, which further reduces chemical exposure.

• Faux Fibres and Synthetic Carpets: While some traditional synthetics may have higher initial VOC levels, modern, high-specification synthetic carpets (like the Velvet Ca-rPET and Echo-CoRE collections) often meet the stringent GUT and Eurofins Gold testing standards, confirming their safety.

To preserve the low-VOC status of your certified floor covering:

• Use Low-VOC Adhesives: If installing wall-to-wall carpet, ensure your Retail Partner uses a certified low-emission adhesive and if using the double-stick method to install, they use a certifed low-VOC underlay.

• Choose Safe Cleaning Products: Avoid harsh chemical cleaning agents, bleach, or solvent-based spot removers. Stick to certified low-VOC carpet cleaning solutions or simple, effective methods like dry-powder encapsulation cleaning.

• Vacuum Regularly: Consistent vacuuming, particularly with a vacuum cleaner with a HEPA filter, helps remove dust and particulates, contributing to overall better indoor air quality.

Cuts of the same flooring allocated to different widths are not guaranteed to be a colour match, as they will have come from different production batches. With some natural-fibre floorings, there can also be a textural and construction difference as they will have been made on different looms. These differences could be significant. If colour/batch match is crucial, we would suggest taking all cuts from the same width.

Natural floorings' charm lies in it's texture. A majority of our products are made from natural sustainable fibres; that means that slubs, tufts and irregularities in the weave are to be expected. 

Some of our floor coverings are completely hand crafted, such as our eco Barefoot collection. However, hand crafted carpets are not for everyone. The process means the carpets are not uniform and do not display a machine made finish. Gorgeous but not perfect! 

Natural plant fibre flooring, such as sisal, has anti-static properties. It's not prone to the off-gassing that aflicts many man-made fibre carpets. 

Please be aware of the specific product's suitability. Certain products aren't recommended for heavy-traffic areas, stairs or damp areas such as bathrooms. Please refer to the Production Information area on each individual product, on our samples or in our latest brochure for advice.

We can send swatch samples of any of our carpets or border fabrics*. You can request these through our website, popping us an email to hello@alternativeflooring.com or giving us a call on 01264 335111. 

*A charge may be applicable. 

We do not issue refunds for paid swatch samples; but don't forget if you have paid for your samples and ultimately purchase one of our floor coverings, you qualify for a free Natural Flooring Care Kit worth £40.50. Just complete the form that was sent with your samples and return to us with proof of purchase to 4 Stephenson Close, East Portway, Andover, Hampshire SP10 3RU.

Although we will not issue refunds on samples, we are Planet conscious and once you are finished with your samples if you would return them to your local retailer for re-use it would be appreciated. You can find your local Alternative retail partner here.

Alternatively pop them in to a local nursery or pre-school as the textures are great for arts & crafts and sensory activities!

You can buy Alternative Flooring products through a network of reputable specialist retailers. Visit our Where to Buy to find your local Alternative Flooring Retail Partner.

If you need to dispose of an old carpet, rug or runner from your home, try the following:

• Check with the retailer you bought the item from – they may offer a take back scheme
• Contact your local council to see if they offer a recycling service
• Give your carpet away via Freecycle or a similar local group
• List your carpet on Facebook marketplace or local group pages
• Check the Reuse Network to see if there is an organisation in your area that takes used carpet
• Carpets can be made into rugs by binding or whipping the edges, ask your local Retail Partner about this service.
• Contact your local animal rescue shelter – carpet pieces make good mats and help keep animals warm
• Use it in your garden or allotment (or offer it to friends) – wool-rich carpet can help keep weeds at bay and insulate both soil and compost heaps. The nitrogen content can also help soil fertility.
• Use a piece of the carpet as an anti-frost windscreen cover
• Line a pond!

If the above options don’t work for you, then taking it to the local council recycling centre would be best – ask them if there is a recycling container for carpet waste.

If you decide to use a skip or waste company, please ensure to ask what they do with carpets and textile flooring waste, as some do send it for recycling/energy recovery. 

If you have any great ideas for re-using carpet, please let us know at hello@alternativeflooring.com