Alternative Flooring

Flooring you fall in love with

Rated 5 out of 5
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Stephenson Close, England, SP10 3RU 01264335111

For us it’s never just a carpet, our brand ethos needs to shine in everything we do. From our earliest days, we’ve set out to make textile flooring - carpets, rugs and runners - get as much attention and adulation as any other beloved interiors feature. Today we’re a multi-award-winning interiors brand using colour, pattern and texture to surprise, excite and delight everyone from stylish home improvers to visionary interior designers. Our exquisitely expressive collection will give you the inspiration to put your personality on your floor. Our friendly attitude makes us a great partner to work with. And our passion for lasting, sustainable quality ensures you’ll adore every tiny detail of the end product. Our carpets, rugs and runners come with a 5-year warranty, with a tree planted on our burgeoning Alternative Forest for every sample ordered. This is flooring you fall in love with.

Our products/services

Carpets, Rugs, Runners


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Hours of business


Opens Monday at 8:30

  • Monday8:30 - 17:00
  • Tuesday8:30 - 17:00
  • Wednesday8:30 - 17:00
  • Thursday8:30 - 17:00
  • Friday8:30 - 17:00

More about Alternative Flooring

Story and ethos

We make carpets with a conscience, being totally transparent about what’s in our products and using ethically-sourced natural fibres wherever we can.

We love promoting the well-being of everyone involved with Team Alternative, from our in-house team to every wonderful individual manu-crafting our products. All our products involve people in their making. From the designers, farmers, scourers, dyers, spinners and weavers. Its not just a carpet and all of these people are needed to make and craft these beautiful textile floor coverings for your home. We pledge a monthly fee per employee to Ecologi which offsets the carbon footprint of every one of our employees, as well as offsetting any business travel. In total, this is 456 tonnes of CO² to be offset over the course of a year. We also encourage you to buy local. Support local communities and work with our local retail partners.

Ultimately, we care about treading lightly. Through our pledge with Ecologi we are involved in very worthwhile, well managed projects which help the planet. Some of these projects are in countries where some of our plant fibre materials are sourced. We are therefore actively giving back to these countries.We collect, recycle and re-use all of our carpet poles from our retail partners. All our carpets, rugs and runners are sent out in recycled and recyclable packaging. We use environmentally friendly packaging for our sampling and for all our marketing materials we use FSC accredited sources. Our move to more digital communications is high on the agenda with 80% of financial and sales communications sent digitally rather than in paper format. Alternative HQ has just refitted all its lighting to LED options.

So far, we have planted Over 10,000 real trees in our Alternative Forest. These are some of the projects we have supported: Reforestation projects in Mozambique, Planting responsibly in Bosawas, Nicaragua, Mangrove planting in Madagascar. Total Trees Planted: Over 10,000 Carbon Offset: Over 430 tonnes


Quality and great service

Rated 5 out of 5
30 July 2022

Alternative has a superb range, we were spoilt ! We can feel so luxurious this winter,

Jules and Peg

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