Open the door to Primeur at Spring Fair

Company: Primeur Ltd

House and garden specialist, Primeur, is looking forward to its first ever showcase at Spring Fair, which will run from 4th – 7th February 2024 at the NEC, Birmingham. From its stand in Hall 8 A50-B51, the British business will present an extensive collection of sustainably produced doormats, with a design to suit any home.

Doormats are often seen as quite a dull and utilitarian – albeit essential – household item, but Primeur is keen to demonstrate that these trusty staples can be anything but boring. With numerous different designs to choose from and a brand-new partnership with one of the UK’s most successful wildlife artists, Bree Merryn, Spring Fair visitors can look forward to being inspired by the latest collection.

A deeper dive – Primeur new products to look out for!

Bree Merryn licensed collection

This exciting new partnership will see a new range of mats, designed to offer multiple price points and a product hierarchy to better suit the needs of consumers. What’s more, the stunning designs and artistry will provide a stunning yet unexpected focal point at entryways.

The range will consist of two washable qualities. The first, the Printed Washable Mat, will feature seven charming animal-themed designs, including Phelan the Pheasant, a family of Cuddly Coos, Barney and Fred the donkeys, the Hedgie Hike hedgehog family, a House Party of British birds, Puddle Parade of Ducks and the Nice to Meet Ewe Grey collie dog and sheep. These digitally printed mats have a short pile which offers a great surface for the designs. Sized at 40x60cm, these mats are competitively priced to help drive volume sales for retailers.

Similar designs from the Bree Merryn collection will also appear on within the luxury collection. These printed, washable mats will also feature additional characters appearing in the form of Blair the Highland Cow and the ‘We are not Amoosed’ party of cows. 50x75cm in size, the luxurious mats have a supersoft heavier weight pile for the ultimate comfort under foot, which also means they’d make fabulous gifts for a new home.

Boot trays

There is also a beautiful and versatile set of nine Printed Boot Trays, where Brillo Barb and Bumble the Hedgehogs join Morrag the highland cow, the Three Duckgrees, Jack and Vera the donkeys and King of the North Kingfisher in full flight. “These super useful trays are perfect for storing muddy boots or for use in the garden and planting,” says Jenny, “whilst the digital prints show off Bree’s work to its full potential.”

Cute coir!

Bree Merryn has carefully crafted and modified her artwork for the Primeur licensed collection to ensure that her design integrity could be suited to the production techniques of these heritage mats.

A set of six tough coir mats with stencilled designs will also be displayed, with alternative animal characters that include Oswald Grey Owl and Ralph the Robin alongside other, more familiar faces. “These are so different to what is already in the market in terms of design,” comments Jenny, “that we feel these will be very popular indeed.”

Gallery art for your muddy feet

Last but not least is a stylish set of six Fabric Pile with Rubber Edge doormats designed to resemble wall art and showcasing some of the best-loved designs from Bree's delightful collection, all of which hit the cottage core style so beloved in British homes. Says Jenny: “These mats are very hardwearing and with a shorter cropped pile have again showcased the designs superbly”.

Sustainable at its heart

With a proven track record of bringing to market sustainably manufactured products, especially those that turn trash into something beautiful, it comes as no surprise that Primeur is using this knowledge to bring an exciting new ‘green’ collection of doormats to market. This new offering sees the anti-slip backing made exclusively from recycled rubber tyres, whilst the fabric tops were once upon a time plastic bottle tops!

Mighty Mats

Alongside the show-stopping Bree Merryn licensed collection, Primeur will present a wide selection of products under its market leading Mighty Mat brand, with a host of brand-new designs being launched for the first time at Spring Fair.

Included in the Might Mats collection are eight Spring Coir designs, a companion set of six for Autumn, ten festive-themed designs for Christmas, six elegant Embossed Coir geometric designs and four wide format designs for the patio. Six Rubber Tray mats complete the Coir collection.

In the Supersoft Washable Mat collection are 12 different designs with either grey or brown base. There is a variety of captions and motifs that include Home Sweet Home, pawprints, hearts and a simple Welcome, complemented by six Supersoft Washable Runners in the same colourways.

A specialist recycled rubber Eco Range features nine different mat designs in a mix of different sizes, making them especially versatile and great for cleaning off muddy boots and paws.

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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