Celebrating 50 years of innovation – how Primeur’s Mighty Mats can help you make an entrance in the 2020 season

Following an astonishing year of success in the garden retail industry, Primeur, the leading suppliers of eco-friendly and innovative garden products, is proud to present its extensive Mighty Mats doormat range, which its hope will drive further sales for garden centres in the new year.

Primeur has exceeded all expectations in 2019, winning the Sword of Excellence at the GIMA Awards in the summer and the Best Eco Initiative award at Glee 2019, as well as seeing its Eco-Garden collection, made from recycled rubber tyres, fly off the shelves in a year of unprecedented growth.

Did you know?

Whilst garden centre buyers will be familiar with Primeur’s award winning rubber Roman Stone borders, Tierra Verde recycled rubber planters and recycled Rubber Stepping Stones Medallion, they may not know that the business’ is also “The Home of Doormats”,

The company has grown from its humble beginnings and to celebrate its 50th anniversary this year, has expanded its ‘Mighty Mats’ into a newly developed collection, exclusively branded for customers in the independent and garden centre sector.

A company steeped in history, Primeur was established in 1968 and originally traded under the name of Clayton Strutt Ltd.  Since then it has grown to become the market leader in domestic doormats.  Following a rebrand, and with thanks to continuous investment in product development, Primeur was the first company to introduce washable doormats into the UK in 1990.   With a team of new packaging and product designers, as well as trend forecasters, the mats have since gone on to be the company’s best-selling category.

Sales opportunity throughout the store

The Mighty Mats collection covers all price points from value to premium and includes the dual action Scrape N Sorb, unrivalled absorbency MicroFibre mats, the stylish and trend-led Designer collection, Dirt Catcher, robust and durable Contours, as well as the traditional Utility and Barrier and Coir/Rubber doormats.


The Mighty Mats brand has undergone a comprehensive refresh for the new season, with a new modern logo, offering retailers the chance to channel inspirational merchandising ideas to boost sales.

With garden centre customers showing an increasing appeal in the homeware market, Primeur’s doormat range is versatile and offers the convenience of being able to purchase products for both their interiors and exteriors at the same time.   A simple front door merchandising display can be dressed with potted plants, decorative gravel, paving stones and complimented with Primeur’s doormat designs, creating instant kerb appeal, whilst providing retailers with the perfect cross-selling opportunity as consumers are inspired to ‘create the look’.  The Scrape N Sorb can create a contemporary look when paired with urban planters, perfect for city living, whilst the Designer collection brings a homely feeling to a threshold, when paired with soft interior tones.

Indoor living and homewares have increased in sales by 7% in garden centres with the trend only set to continue so Primeur’s eye catching mat designs would compliment any soft furnishings, candles, cushions and throws in store, making a garden retailers all-round sales offering stand out and maximising profit potential.



The perfect gift can come in many different forms, and with giftware a way to generate revenue outside of a shorter peak season, Primeur’s different designs provide the perfect gifting opportunities to enhance a home.  The mats fall into a category that appeals across the shopping demographic and can boost business by accommodating key gifting periods throughout the year, such as Mother’s Day, Easter, Father’s Day, birthdays, weddings and Christmas.


Primeur have added recycled mats to the offering in 2020, boosting the company’s green credentials and dedication to sustainability.  The business has also shown its commitment to charity this year with the sales of the Greenfingers Christmas Glitter Coir Doormat, launched in August 2019 with £1 from every purchase donated to Greenfingers.

Jenny Douthwaite, Sales Director at Primeur said: “As garden centres become more popular as a source of home and garden interior products, Primeur is growing its Mighty Mats offering to match.   We know each home is unique to the individual and we want to bring innovation and ideas to show off different styles and tastes to all garden retail customers, whilst underlining our commitment to the environment.”

To find more about Primeur’s Mighty Mats range, please contact the team on 01274 518800 or email sales@primeur.ltd.uk

Words: 713




For more information, interviews or images please contact:

Kimberley Hornby, Primeur PR Team, Hornby Whitefoot PR

Tel: 07851 610573 Email: kimberley@hornbywhitefootpr.co.uk


Notes to editors:

In 2019 Primeur celebrated the milestone of its 50th year in business – an achievement they are incredibly proud of. the company is honoured to work with many of the UK’s retail groups and independents creating bespoke ranges as well as expanding its own brand offer. Just over 50,000 sq. ft of warehousing at its head office in Bingley, West Yorkshire ensures Primeur’s customers have 100% availability and can react to increases in demand quickly. Innovation and product development have been key to the business’ success and remains at the heart of what the Primeur team do today.