Primeur brings fresh style and innovation to doormats
Primeur’s ever-evolving doormat collection is proving to be a real talking point for retailers eager to discover fresh designs and genuine innovation in a category that has long remained static.
Expanding the Bree Merryn Collection for 2026
The bestselling Bree Merryn collaboration expands once more, with exclusive new designs and larger formats (50 × 75 cm) now available across washable printed mats. The first releases feature four animal-inspired favourites – highland cows, hares, donkeys and hedgehogs.
For those looking for a statement piece, luxury doormats in 50 × 120 cm have also been introduced, with standout new designs including Bees, Happy Highlands, Highland Huddle and Special Branch featuring blue tits, robins and other beloved garden birds.
New Interchangeable Entryway Concept
Primeur has debuted an innovative rubber trellis entryway mat range with interchangeable coir inserts – a concept designed to offer consumers more choice while delivering retailers strong repeat-sales potential. Launching with 12 interchangeable coir designs, the range includes seasonal favourites for autumn and spring, as well as playful boots, bees, florals and a variety of welcoming motifs.
Fresh Coir and Barrier Mat Designs
The coir collection welcomes new designs such as a charming Highland Cow, a cheerful ‘Welcome’ donkey, plus two half-moon formats featuring the Highland Cow and a bee-inspired design. Meanwhile, the designer printed coir collection adds more highlights, including a happy donkey and a cuddly cow.
Merchandising Made Simple
To support the growing portfolio, Primeur has unveiled new merchandising solutions, including hanging display stands with multiple drops to showcase more designs and sizes in one easy-to-browse format. These help retailers maximise both sales and consumer choice.
Statement from Primeur
Jenny Douthwaite, Managing Director at Primeur, said: “We’re redefining what the doormat category can offer. By combining design-led thinking with practical innovation, our ranges are giving retailers exciting new opportunities and offering consumers more choice than ever before. From the expanded Bree Merryn collection to our interchangeable entryway concept, we’re delivering products that work at every level – from impulse buys to statement pieces.”
Get in Touch
For more information, call 01274 518800 or visit www.primeur.co.uk.