Inside the factory: visionary vinyl with Amtico

I have to confess, prior to this trip I hadn’t been all that interested in visiting Coventry… my only knowledge being associated with the dreaded ‘sent to Coventry’ punishment of social isolation – but it turns out it’s a vibrant city brimming with history and culture – and is the beating heart of Amtico’s manufacturing operations.

A surprisingly attractive entrance at the Amtico factory shows off the team’s mastery of design as on first glance the LVT we walk across fools everyone into thinking it’s porcelain. Zoned areas offer an example of how different ranges can divide and separate areas whilst sitting perfectly in harmony, while a custom-cut LVT world map shows the versatility of Amtico’s products.

Image credit: Amtico

In the board room, we get to hear how for six decades Amtico has been making strides in the flooring industry as Ian Lloyd, the brand’s Operations Director, gives us a full run-through of the company.

Amtico was founded by former chemist John Harris in 1964. Coventry was the birthplace of the business, but pretty quickly spread into Europe and the US – opening factories, testing new ideas, and constantly pushing the flooring game forward. The team has always been big on innovation, like making PVC-free options in the ’90s, and later creating easy-to-fit ranges that didn’t need glue.

The company’s changed hands a couple of times – management buy-outs, new leadership – but it’s kept its independent, inventive vibe. Then, in 2012, the company was acquired by Mannington Mills in the US, which gave the brand even more reach while keeping the original company values with a design-led spirit.

Sam Murphy, Amtico’s Specials Manager, handed out swatches to show us the range of different surfaces and colour combinations that go into producing a single sheet of LVT. Made of several layers, she explains how colour and texture is added to give the tiles a wide variation of distinct and realistic looks, as well as proving its durability – ensuring the product’s longevity.

She explains how the design team looks for inspiration for new lines, and the amount of research that goes into getting the look and feel just right for each range. The passion, and pride, is clear.

Image credit: Amtico

Another aspect the whole business is proud of is its sustainable credentials, which it has been putting into practice since 1995. Barry Large, Amtico’s Head of Sustainability, Learning and Development tells us how they started with their environmental management system being accredited to ISO 14001 and have been proactive in ensuring a responsible approach to environmental impact ever since.

In fact, they take sustainability so seriously, they regularly report under their sustainability strategy – Responsible Foundations. Anchored by four pillars: Fighting Climate Change, Reducing Waste, Empowering People, and Championing Innovation – with an ‘action now, not someday’ policy.

Amtico doesn’t just preach sustainability – they’ve earned it. Their accolades include Blue Angel (for their PVC-free Cirro line), Global Green Tag, Indoor Air Comfort Gold, Floorscore, EC1 Plus, and M1 – certifications that speak volumes about low VOC emissions and healthy indoor air quality. On top of that, their operations are ISO-certified for environmental management (14001), quality (9001), and health and safety (45001), demonstrating a commitment not only to the planet but to people too.

Image credit: Sophie Harper

Sustainability isn’t limited to their products either. Amtico’s new 73,000 sq ft Pilot Park distribution hub seamlessly links logistics with sustainable practices. The hub slashes the average product journey from 95 miles to just 4.5 miles, and its rooftop solar panels, cyclonic irrigation, biogas digester, and electric car charging reflect the company’s holistic commitment to the environment.

In the afternoon, we eagerly awaited the arrival of our steel toe capped shoes before setting off into the heart of the factory with Michael White, Amtico’s Process Improvement Analyst.

We start outside, taking in the enormity of the huge silos filled with PVC powder, plasticisers, and additives – the raw DNA of each tile – most of which are sourced from northern England, France, Germany, and the Netherlands.

Image credit: Sophie Harper

Moving inside and entering to a warm hum of production, the very essence of British design surrounds you. For over 60 years, Amtico has crafted and developed sophisticated collections like Signature, Spacia, Form, and Click Smart from this very spot. Every tile undergoes 57 rigorous product assurance tests before it’s cleared for delivery.

Making our way through each area, Michael explains the job of each piece of machinery and the length of each process – his knowledge is endless, I don’t know anyone else that could reel off so much information about every machine and manufacturing job role. A Banbury mixer kneads materials together, and then the calendaring machine flattens them into clear or tinted rolls, the first forms of what will become beautiful flooring.

Then we get to see some of the layers Sam was telling us about as films laminated with patterns and textures – woods, stones, abstracts – that are artfully embossed under heat and pressure, then sealed in with a polyurethane finish. It’s where technique meets artistry, creating the tactile realism Amtico is celebrated for.

Image credit: Sophie Harper

There are endless moving parts of machinery to take in as we walk the factory floor, but it’s clear the work here wouldn’t be happening without the skilled operators and managers behind the operations – who, in keeping with their innovative approach, are encouraged to make suggestions on how processes could be improved.

Another educational trip, our time with Amtico felt like a journey of sorts. You sense the past in their decades of British LVT mastery, the present in their rock-solid quality and bold sustainability initiatives, and the future in their bio-materials, efficient processes, and groundbreaking logistics. It’s not just flooring – it’s the foundation for spaces shaped by craftsmanship, care, and creativity.

Main image credit: Amtico