Ba ba brown sheep

We’re always looking for natural flooring and there aren’t many materials that are more natural than Pure broadloom wool carpet. Raw wool is inherently organic and tactile but the typical carpet manufacturing removes a lot of this character. In contrast, Pure seeks to retain as much of it as possible


The natural wool is left undyed and pattern is achieved by hand mixing wool, from different breeds of sheep of contrasting colours. So, the design process starts with the sheep itself. You’re really going back to nature and working in the most organic way.

Pure is specifically created for the hospitality and marine industries where it’s all about making a design statement. Its organic colour palette and flexible design capabilities are the foundations for ground-breaking originality and beautifully biophilic environments.


Undyed and Unadulterated


Certifiably sustainable

The ‘beauty’ of Pure isn’t just about its design authenticity. It delivers on environmental performance too. It’s Cradle to Cradle Certified™ - a globally recognised sustainability measure for the circular economy. 

Products are assessed for environmental and social performance across five critical categories: material health, material reuse, renewable energy and carbon management, water stewardship and social fairness. It’s a rigorous process and very few flooring products meet the standard.

The award of C2C accreditation to Pure is a recognition of its continual investment in clean production:
CO2 neutral production process
100% renewable energy (wind-powered)
Innovative carpet backing with 80% recycled PET bottles



It’s never been more important for hospitality operators to be aligned to customer demand. 70% of travellers say they would prefer to stay in eco-friendly accommodation. It’s possible to respond to this trend by retrofitting with interior materials that look natural and which deliver real sustainability.


Your design made real

Every Pure carpet is unique, made to your own design brief. Our dedicated project support team will work with you every step along the way


Project definition: helping to clarify your design brief

Design development: taking your design concept through to the sampling stage

Project planning: defining production requirements and timing

Production management: making your carpet

Pre-cutting: carpet cutting to specific project requirements

Installation: our teams will finish the job


Pure Carpet delivers the highest levels of sustainability without compromising on aesthetics which is why it’s been specified in the most prestigious of hospitality projects across the world.



Simply fill in the form and one of our experts will be in touch to discuss your project requirements and to help you make your design vision a reality.