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Wilsons Underlays: Innovative underlays for every application

AT Wilsons Underlays, innovation and customer insight go hand-in-hand. As a manufacturer that supplies directly to the trade, the company focuses on understanding how and where its products are used to ensure the best solution for each application.

Rather than offering an overwhelming number of options, Wilsons concentrates on a refined, high-performance range of specialist underlays.

‘We like to see the end installation because it gives us the full story,’ says Becky Grinham, Design Consultant at Wilsons Underlays. ‘If we understand the customer and their environment, we can develop underlays that really work for them. We’re very focused on individual applications. It’s all about end use.’

This customer-first approach underpins the development of Wilsons’ Hero range, four flagship products designed for specific needs:

Plushwalk – plush, luxurious comfort underfoot

ThermalStream – designed for underfloor heating

ToughStep – developed for double-stick installations

GrandeWaltz – an award-winning sustainable option.

‘These four underlays each have their place,’ says Becky. ‘If you’ve got underfloor heating, you’ll want to choose ThermalStream over the other hero underlays. We’re careful about how we present them, because they serve very different needs.’

Although underlays are often invisible, their impact is tangible. Wilsons Underlays is quietly present in many homes and commercial spaces, including major hotel chains, improving comfort and acoustic performance without ever being seen.

‘You might walk into a Premier Inn and not realise you’re stepping on our underlay,’ says Becky. ‘You just notice the carpet feels luxurious. We’re under more feet than you realise. We’re the unsung hero of day-to-day life, everywhere without being seen.’

What truly differentiates Wilsons is its dedication to quality over quantity. Every product is tested to British Standards, and many customers return after trying competitors’ offerings.

‘Plushwalk is our bestseller, ticking all of the boxes for comfort, sound proofing, thermal insulation… The list goes on! People install it throughout their entire home,’ she adds. ‘We’ve even had cases where customers have ripped up newly laid underlay from other brands just to switch back to us. We’re quietly better.’

Becky, who arrived in the flooring industry by chance, joined Wilsons to help align its strong product offering with branding that better reflected its quality – modernising visuals, increasing trade show presence, and improving the customer experience across every touchpoint, from social media to warehouse service.

Looking ahead, Wilsons is developing two specialist underlays and planning even more interactive displays at upcoming events.

‘At INDX, we had a UFH display and a Plushwalk comparison that showed the product’s difference layer by layer,’ says Becky. ‘People had that ‘click’ moment. Unless you actually feel it, you don’t understand. Seeing is believing – the proof really is in the pudding.’

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