ITC Natural Luxury Flooring is entering an exciting new chapter, with renewed investment in product development and an ambitious programme of launches designed to strengthen its position in the premium carpet and flooring market.
Under the new ownership and leadership of Roland Welles, supported by a committed investor, ITC is revitalising its portfolio following a period of limited product development. Its strategy focuses on five key priorities: distinctive, high-quality collections, reliable stock availability, excellent customer service, a knowledgeable team and strong, long-term partnerships.
The first introduction is Ravello, a luxurious polyester carpet complementing ITC’s established Bellagio collection. Featuring a slightly higher pile and a sophisticated matt finish, Ravello combines softness and elegance with contemporary styling. Available in six carefully selected colours, it reflects the growing demand for natural tones and understated luxury.
Further launches are scheduled for January 2027, including Catena, a new Nylon 6 carpet collection designed to strengthen ITC’s premium tufted offering. The company is also developing a polyester faux-sisal collection, combining the authentic appearance and texture of natural sisal with improved stain resistance and everyday practicality.
Natural sisal remains a cornerstone of ITC’s portfolio, with stain protection planned across its six existing ranges. This enhancement will improve practicality while preserving the natural beauty, character and texture of the material.
Alongside these developments, ITC is reviewing its handwoven collections to create a more cohesive portfolio, with harmonious colour palettes and a clearer identity.
With a renewed product pipeline, a clear commercial strategy and a strong commitment to its customers and distribution partners, ITC is positioning itself for sustainable growth across the UK and European markets.
“Our ambition is to combine ITC’s heritage with fresh energy, innovation and commercial focus, offering our partners distinctive products, dependable availability and excellent personal service,” says Roland Welles.
www.itcnaturalluxuryflooring.com
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