Doormats to drive sales – Primeur to make Spring Fair debut

Company: Primeur Ltd
  • Bree Merryn, Hedgehog Boot Tray
  • Pheasant Eco Flex

Pioneers of turning tyres into gardening treasures, Primeur has long been known as one of the garden retail sectors' most exciting suppliers. But did you know that the business also has a 55-year heritage in the world of doormats? Leading the category for over five decades has meant that the family-run team is often the first to bring to market new innovation and exciting new design partnerships. Now, for the first time, garden retailers visiting Spring Fair (4th – 7th February, NEC Birmingham) will be able to get up close and personal with Primeur’s doormat offering as the company confirms its debut at the show.  


Six million sold annually

With six million mats sold every year, Primeur’s expertise is unrivalled. From coir and market leading washable designs to the highly decorative Scrape N’ Sorb, the in-house team is dedicated to creating a mat offering that doesn’t just meet the needs of garden retailers, but more importantly, identifies new sales opportunities. What’s more, with the company’s dedication to the responsible sourcing of raw materials, these are mats that tick the boxes when it comes to environmental and ethical best practice.

Forget what you know about mats

With Primeur, mats are not simply a commodity range but through thoughtful product development, exciting manufacturing partnerships and new collaborations with artists, mats become a must-have home accessory. Whether enticing shoppers to increase the average basket spend or maximising gifting sales, Primeur is the perfect go-to supplier.

Jenny Douthwaite, Primeur MD, said: “We’ve had a lot of practice developing quality mats which is why we have been supplied to everyone from department stores to high street retailers, online, mail order and garden centres. As we look ahead to 2024 we have created what we believe to be our most competitive offering yet.

“Core, volume selling ranges have been complemented with new, trend-led designs, more sustainable solutions and innovation that elevates mats from a necessity to something of beauty. We create mats that fill the gaps left by other manufacturers and are proud to do so which is why we are now making our Spring Fair debut. We want retailers to see a new side to the doormat category and recognise that they can drive profits in a way they might not have previously realised, including the ability to hand-select those products that best suit their consumer demographic. From gifts to home accessories, let’s make 2024 the year that doormats enjoy a renaissance!”

Supporting garden retailers further, it has also been confirmed that Primeur’s door mat offering can be cross-category ordered with its garden ranges including the Tierra Verde Planters, EZ Border garden borders and EcoWay Recycled Rubber stepping-stones. Supported with a MOQ of just £500, there’s never been a better time to be part of Primeur.

See for yourself

Visitors to Spring Fair can find Primeur and its mat range in Hall 8, stand A50-B51. Look out for a range of price points, and designs including the company’s latest collaboration with artist, Bree Merryn.

Those garden retailers familiar with Primeur will also be pleased to see that the company’s commitment to utilising recycled materials continues into its doormat offering, with a new sustainable collection debuting at the exhibition.   


Get in touch.

To find out more about Primeur please get in touch with the team at 01274 518800 or visit

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