Naturewall Announces Strategic Brand Reset
British manufacturing and interiors brand Naturewall has announced a major brand reset, unveiling a refreshed website and a renewed focus on customer-led design, emotional connection, and long-term value. The move follows significant investment across its product range, digital experience, and manufacturing operations, including the expansion of its Yorkshire-based facilities.
A brand rooted in real homes
Founded in 2018 by Phil Brown and John Hallam, Naturewall began with a simple mission: to bring the beauty of real timber into homes in a way that’s creative, convenient, and accessible. A one-off request for a reclaimed wood wall quickly revealed wider demand for natural materials and easy-to-install design solutions - sparking the beginning of a rapid period of growth.
In recent years, the category has become more crowded, “In chasing scale and competing on price, we lost sight of what our customers really wanted - for us to provide added value that helps them elevate their home interiors” says co-founder Phil Brown. “Whether that’s through inspiration, education, or building confidence and trust, this reset is about returning to those fundamentals. We’re shifting the conversation from just products and prices to moments and meaning."
A new digital experience
A core part of the brand’s transformation is its newly relaunched website, designed to offer improved navigation, richer content, and a more intuitive shopping experience. It reflects Naturewall’s refined identity and its commitment to guiding customers through every step of their interior renovation journey.
Reflecting on the rebrand project, Charlie Farrar and Lydia George of Naturewall’s Brand and Creative team say: “Our goal was to connect with customers' imaginations and empower them to bring their interior aspirations to life. We've rebuilt the brand with strong visual and verbal language, placing storytelling at its core to create an experience that feels inspired, more intuitive, and above all - real.”
Manufacturing leadership and long-term growth
Alongside the brand’s visual transformation, Naturewall has, over the last 18 months, significantly scaled its in-house production and become the UK’s only manufacturer of SlatWall paneling - enabling faster innovation, tighter quality control, and more customer-focused development. Behind the scenes, the business has appointed Duncan Kendal as Non-Executive Director and mentor. Duncan will support forecasting, sourcing, and logistics, building a foundation for long-term, sustainable growth.
Evolving with the market
This reset has been years in the making, shaped by a deeper understanding of how the market, and customers desirables have evolved. With ecommerce becoming increasingly transactional and retailers offering near-identical ranges, the team recognized the need to lead with values, not volume. The updated direction prioritizes storytelling, design innovation, and emotional relevance, while continuing to focus on premium materials and easy-to-install solutions.
With its unique combination of UK manufacturing, thoughtful nature-led design, and customer-first thinking, Naturewall is well placed not only to lead, but to meet the growing demand for authenticity and emotional connection - not just aesthetics.
Just the beginning
While this reset has been years in the making, real change doesn’t happen overnight. This moment marks the first phase in a longer journey - one that will continue to evolve as Naturewall continues to grow. For trade and commercial customers, it’s a sign of what’s to come: a renewed commitment to delivering added value, clarity, and convenience.
Looking ahead, the team’s ambition is clear: to become the most emotionally resonant and trusted brand in the category. “We’re not just selling panels,” says Phil Brown. “We’re helping people create interiors that reflect who they are - and creating moments of joy that last.”