The three directors have been instrumental in Alternatives growth and delivering its powerful brand presence.

Strong product development has included Rock ‘n’ Roll (striped carpet), Barefoot (hand woven, deep pile carpet) Iconic (classic flat weaves) and Quirky B, its British patterned carpet ranges.

The fresh approach to marketing with inspirational photography, creative point of sale and dynamic digital presence has led to effective consumer brand positioning.

"The executive team at Alternative is innovative and passionate about the brand," says Chris Brammall, executive chairman of Alternative Flooring and board director of Avon Valley Holdings which owns Alternative Flooring. "All three directors, in their respective roles, are pivotal to Alternative’s future success as we introduce more award winning and exciting products to the UK market."

Alternative Flooring is an award-winning British brand that believes creating carpet is a craft with a story to tell. The natural fibre, wool and faux collections explore texture and colour in carpet, rugs and runners.

Pioneers of pattern, the brand has collaborated with Margo Selby, Ashley Hicks, Ben Pentreath and Liberty Fabrics. More recently it has worked with The Robin and Lucienne Day Foundation to weave Authentic Lucienne carpet runners by one of Britain’s most influential 20th century designers.

Alternative Flooring supplies both the retail and commercial flooring trade.