IN the world of flooring, few names have risen as swiftly and confidently as Artisan Luxury Flooring. With roots in Europe’s carpet capital and a vision to make luxury accessible at every level, the company is redefining how retailers, designers, and contractors think about quality carpets and woven flooring.
I sat down with Raymond Van Dijk, sales director, and later with co-managing directors, Julian Downes and Klaas Bakker, to discuss Artisan’s philosophy, product innovations, and plans for the future.
Building a brand on knowledgeand heritage
Raymond’s career spans more than three decades in the carpet business. That wealth of experience gives him the deep knowledge of which products, colours, and price points resonate in the marketplace.
‘Artisan was built on that insight,’ he explains. ‘We know which designs work, how to structure our ranges, and what makes retailers successful. The UK is the biggest carpet market in Europe. With our warehouse and office in the UK, we can serve our customers quickly and reliably.’
The DNA of Artisan Luxury Flooring is steeped in heritage. Two of the Directors – Raymond and Klaas hail from Genemuiden in the Netherlands, often referred to as the carpet capital of Europe. ‘It’s in our blood,’ Raymond says. ‘We were raised among carpets. Our community lives and breathes flooring, and that sense of connection, of being part of a wider tradition, has shaped how we operate.
The third director, Julian Downes—also the managing director and owner of fibre —brings extensive experience from the UK carpet industry. His understandingof market trends and customer needs perfectly complement the strengths of the other directors, further strengthening the leadership team.
Harrogate: the stage for innovation
When it comes to trade shows, Artisan views The Harrogate Flooring Show as essential. ‘Harrogate has long been the meeting point for the UK flooring industry,’ Raymond explains. ‘It’s where we meet retailers, see long-standing customers, and showcase the best of what we’ve
been working on.’
This year, the company launched four new ranges:
Saronno: a 100% solution-dyed nylon collection, which Raymond describes as ‘the best-finished
solution-dyed product ever made.’
• Mezzo: a medium soft-touch nylon designed to bridge a gap between the brand’s bestsellers Lusso (luxury) and Seta (silk). Positioned in the middle, its Italian name reflects its role.
• Infinity: a tip-sheared New Zealand wool, handwoven on traditional looms in India.
• Eternity: a velvet-style carpet made from 100% New Zealand wool, also handwoven in artisanal
workshops.
The mix reflects Artisan Luxury Flooring’s dual focus: innovation in synthetic fibres for durability and performance, alongside traditional craftsmanship with natural fibres for timeless luxury.
‘We’re proud of all four launches,’ Raymond says. ‘But we have especially high expectations for
Saronno. It fits seamlessly into our portfolio and represents a new benchmark in solution-dyed products.’
Balancing price, quality, and sustainability
Affordability is at the heart of Artisan’s strategy. ‘We want to deliver luxury at every budget,’ Raymond says. By carefully positioning collections such as Mezzo, Lusso, and Seta, the company ensures it has solutions for a broad spectrum of customers without compromising on quality.
Sustainability is another growing focus.
Infinity and Eternity, both handwoven in India, represent the purest form of low impact production. ‘The only electricity used is the light above the loom,’ Raymond explains. ‘It’s as sustainable as carpet weaving gets. The challenge is that sustainable products still cost
more to produce, and not all customers are willing to pay that premium. But if we want to leave a better planet for the next generation, we need to rethink that balance.’
Standing out in the market
When the topic of competition arises, Raymond exudes quiet assurance. ‘We don’t concern ourselves with our rivals – they’re the ones watching us,’ he remarks with a knowing smile. Our strength lies in our ability to create great products: knowing what will work, listening to
customers, and creating collections that hit the right note on colour, quality, and price. We run the company like a family business, and that approach shows in our service and relationships.’
Expanding reach: more shows, more customers
Beyond Harrogate, Artisan will exhibit at Decorex in London, The Buying Show in Solihull, and INDX. Each serves a different audience, from high-end designers to regional retailers. ‘Not everyone can travel to Harrogate,’ Raymond says. ‘For our customers in London and the south,
we see huge value in attending events closer to them. We want to be where our customers are and shows like these are listening and adapting.’
Education and reputation: The next chapter
Looking ahead, Artisan’s focus is on education and brand reputation. ‘We need to keep developing our collections, improving service, and giving customers the tools to succeed,’ Raymond explains.
‘That means constantly seeking out new opportunities, whether in design, sustainability, or customer experience.’
Klaas Bakker: Delivering on the promise
Managing director Klaas Bakker highlights the operational backbone that makes Artisan’s promises possible. ‘To serve the UK market properly, you need more than good products. You need a UK-based company with its own warehouse, cutting facility, and logistics. That’s why we set up
here in 2022,’ he explains.
The company’s ability to deliver within three working days is a cornerstone of its offer. ‘That reliability makes a huge difference. Retailers know they can depend on us.’ Klaas says.
Klaas met Raymond through the trade, and their partnership has been built on shared values: ‘Do what you say, say what you do. Keep developing new products that customers can succeed with. That’s our red line.’
But success has also brought challenges. ‘When we launch a new product, sometimes demand exceeds what we can produce,’ Klaas admits.
‘But we stick to our vision: natural light shades, quality products at affordable prices, and fast delivery. That’s what makes us the perfect partner for retailers.
And it’s not just the three of us founders, it’s the whole team: agents on the road, back office, warehouse staff. Everyone is equally important in making it work.’
The Artisan difference
From the weaving halls of India to the warehouses of the UK, Artisan Luxury Flooring combines global craftsmanship with local service. With a growing reputation for balancing luxury, affordability, and dependability, Artisan is quickly becoming a brand that retailers, designers, and contractors can trust.
As Raymond puts it: ‘Our brand is soaring because we’ve got the right colours, the right prices, and the right products. That’s why people keep coming back.’
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