For over 160 years, the name Sanderson has been synonymous with the quintessential English garden, its iconic floral and botanical designs gracing the walls of homes from stately manors to modern apartments. The story of Sanderson is a journey through the heart of British design, a narrative that begins with a love of nature and blossoms into a global empire of interior furnishings. This article explores the rich history of a brand that has not only captured the beauty of the natural world but has also played a pivotal role in shaping the landscape of interior design.
From French Imports to a British Institution
The Sanderson story begins in 1860, when Arthur Sanderson, a man with a keen eye for beauty and a passion for nature, began importing fine French wallpapers to London [1]. In an era characterized by the ornate and often heavy-handed designs of the Victorian period, Sanderson’s selections offered a breath of fresh air, their vibrant colors and delicate patterns capturing the hearts of a discerning clientele. The business grew rapidly, and by 1867, Sanderson had opened his own wallpaper factory in Chiswick, a facility that was lauded in the press as “the finest wallpaper mill in the world…a magnificent factory flanked by gardens and playing fields…a glimpse of a new ideal in industry” [2].
Tragically, Arthur Sanderson passed away in 1870, leaving his sons to carry on his legacy. They proved to be worthy successors, not only continuing their father’s vision but also expanding the company’s offerings to include fabric design. The iconic floral patterns that would become Sanderson’s hallmark, a direct reflection of Arthur Sanderson’s love of the natural world, began to flourish, their timeless appeal resonating with a global audience. The transition from importing French designs to manufacturing distinctly British patterns marked a significant shift in the company’s identity and contributed to the development of a recognizable English aesthetic in wallpaper design.
A Royal Warrant and a Century of Growth
The early 20th century was a period of significant growth and recognition for Sanderson. In 1924, the company was awarded a Royal Warrant, a prestigious honor that designated them as “purveyors of wallpaper and paint” to the court of King George V [1]. This royal endorsement solidified Sanderson’s reputation as a purveyor of the finest quality interior furnishings. The company’s showroom on London’s Berners Street became a destination for designers and homeowners seeking the latest in style and innovation. The Berners Street location represented more than just a retail space—it was a temple of taste where the aspirational middle classes could experience the same quality of design that adorned royal residences and aristocratic estates.
The company’s 100th anniversary in 1960 was a momentous occasion, marked by the opening of a new showroom on Berners Street and a celebratory exhibition that showcased the rich history of Sanderson’s designs. It was also the year that Sanderson launched its first coordinated wallpaper and fabric collection, a revolutionary concept that allowed for a more cohesive and harmonious approach to interior design [2]. This innovation reflected the growing sophistication of post-war interior design, as homeowners moved away from the piecemeal approach of previous generations toward a more unified aesthetic vision for their living spaces.
The concept of coordinated collections transformed the way people approached home decoration. Previously, wallpapers and fabrics were selected independently, often resulting in interiors that lacked visual harmony. Sanderson’s coordinated approach meant that patterns, colors, and scales were carefully calibrated to work together, allowing even amateur decorators to achieve professional-looking results. This democratization of good design was revolutionary and established a model that the entire home furnishings industry would eventually adopt.
The Botanical Tradition and English Garden Aesthetic
Sanderson’s enduring association with floral and botanical patterns reflects a deep-rooted British cultural tradition of garden appreciation. The English garden, with its seemingly casual profusion of flowers, herbs, and flowering shrubs, has long been celebrated as a pinnacle of horticultural art. Sanderson’s designers have drawn inspiration from this tradition, creating wallpaper patterns that capture the romantic abundance of cottage gardens, the formal elegance of Georgian parterres, and the wild beauty of meadow flowers.
The company’s botanical designs are characterized by their naturalistic rendering and attention to botanical accuracy. Unlike the stylized, geometric interpretations of floral motifs common in other design traditions, Sanderson’s patterns often feature recognizable species rendered with scientific precision yet artistic sensitivity. This approach reflects the Victorian era’s fascination with botany and natural history, when illustrated botanical encyclopedias were prized possessions in educated households. Sanderson’s wallpapers brought this tradition of botanical illustration into the domestic sphere, transforming walls into living galleries of natural beauty.
The color palettes employed in Sanderson’s floral designs have evolved over the decades while maintaining a distinctly English character. Early designs featured the rich, saturated colors popular in Victorian interiors—deep crimsons, forest greens, and royal blues. As tastes shifted toward lighter, more airy interiors in the 20th century, Sanderson adapted its palette to include softer pastels, fresh spring greens, and delicate blush tones. Contemporary collections continue this evolution, offering both traditional colorways for period restoration projects and modern interpretations in unexpected hues that appeal to contemporary sensibilities.
The Sanderson Design Group: A Family of Brands
While Sanderson is a powerhouse in its own right, it is also the heart of a larger family of iconic British design brands. The formation of the Sanderson Design Group began in 1940 with the acquisition of Morris & Co., the legendary firm founded by the father of the Arts and Crafts movement, William Morris [1]. This union brought together two of the most influential names in British design, creating a synergy that would shape the future of the industry. The acquisition was particularly significant because it united two complementary design philosophies—Sanderson’s naturalistic florals and Morris’s more stylized, pattern-based approach to botanical motifs.
Over the decades, the Sanderson family of brands continued to grow, with the addition of Zoffany, Harlequin, Clarke & Clarke, and Scion. Each brand brings its own perspective to the world of interior design, from Zoffany’s rich archive of historical documents to Harlequin’s embrace of cutting-edge digital design techniques. Zoffany, in particular, specializes in historically accurate reproductions of 18th and 19th-century wallpapers, serving the needs of heritage restoration projects and period-conscious homeowners. Harlequin, by contrast, targets a younger, more contemporary market with bold geometric patterns and vibrant color combinations that reflect current fashion trends.
Clarke & Clarke, which joined the group in 2016, brought a focus on accessible luxury and contemporary pattern design. The brand’s success in creating on-trend designs at accessible price points expanded the Sanderson Design Group’s market reach significantly. Scion, launched in 2012, targets the family market with playful, character-driven designs featuring whimsical animals and cheerful patterns that appeal to children while maintaining the quality standards associated with the Sanderson name.
In 2020, the company officially rebranded as the Sanderson Design Group, a name that reflects the collective strength and creative diversity of its portfolio [1]. This rebranding acknowledged the reality that the company had evolved far beyond its origins as a single wallpaper manufacturer to become a comprehensive design house offering coordinated solutions across multiple product categories and price points. The Sanderson Design Group now represents the full spectrum of British interior design, from heritage reproduction to cutting-edge contemporary pattern work.
Contemporary Collections and Modern Interior Design Applications
Today, the Sanderson Design Group stands as a global leader in the luxury interiors market, its purpose to “bring the Beautiful into People’s Homes and Lives” [1]. The brand’s unwavering commitment to quality, craftsmanship, and its signature floral aesthetic has ensured its enduring appeal. Collections like the botanical-inspired “Glasshouse” and the timeless “Caspian” demonstrate Sanderson’s remarkable ability to reinterpret its rich heritage for the modern home, creating designs that are both classic and contemporary.
The “Glasshouse” collection exemplifies Sanderson’s contemporary approach to botanical design. Inspired by Victorian conservatories and the exotic plants they housed, the collection features lush tropical foliage, delicate ferns, and architectural plant forms rendered in both traditional and unexpected colorways. The patterns work equally well in period homes, where they complement original architectural features, and in modern interiors, where they provide organic contrast to minimalist furnishings and clean-lined architecture. This versatility has made “Glasshouse” one of Sanderson’s most commercially successful collections, appealing to a broad demographic of design-conscious consumers.
Interior designers frequently specify Sanderson wallpapers for projects requiring a sense of established elegance and refined taste. The brand’s patterns are particularly effective in creating feature walls that serve as focal points in otherwise neutral interiors. A single wall papered in a bold Sanderson floral can transform a room, adding personality, color, and visual interest without overwhelming the space. This approach has become increasingly popular in contemporary interior design, where the goal is often to balance minimalist principles with moments of decorative exuberance.
Sanderson’s influence extends into the hospitality sector, where its wallpapers are used to create distinctive, memorable environments in boutique hotels, country house hotels, and upscale restaurants. The brand’s association with English heritage and garden beauty makes it particularly appropriate for establishments seeking to evoke a sense of tradition, comfort, and refined luxury. Many historic hotels in Britain and abroad have chosen Sanderson wallpapers for restoration projects, valuing the brand’s ability to provide patterns that are historically appropriate yet produced using modern, durable materials suitable for commercial applications.
From a small showroom on the streets of London to a global design powerhouse, the story of Sanderson is a testament to the enduring power of nature’s beauty. For over 160 years, the brand has cultivated a legacy of elegance, artistry, and a deep appreciation for the English countryside, its floral kingdom continuing to blossom and inspire for generations to come. The company’s success demonstrates that good design rooted in authentic cultural traditions and executed with uncompromising quality can transcend passing trends and maintain relevance across changing eras and evolving tastes.
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References
1] Sanderson Design Group. (n.d.). History. [https://sandersondesign.group/about-us/history/