Fired Earth

Business

Fired Earth was acquired for €34 million by us in a public to private transaction in 1998. Since then, the company has diversified its product range beyond ceramic tiles to include paints, tribal rugs, natural floor coverings, wooden floors, fabrics and bathrooms, under the H2O label. Eighteen new retail outlets were opened, bringing the total to 55, with showrooms in the UK and Europe.

Fired Earth focuses on the high quality and aspirational end of the market, particularly on handcrafted quality, attention to detail and manufactured excellence.

Divestment

Fired Earth, a leading interior finishes retailer, was sold to Aga Foodservice Group plc for €50 million in 2001.

Silverfleet contact: Gareth Whiley