Welcome to Allure Bath Fashions - a friendly, family-owned business based in the heart of Wiltshire, with a genuine passion for home textiles.

We’ve been working with textiles for over three decades, building our experience across design, manufacturing, sourcing and marketing. What started with a love of beautiful fabrics and well-made home products has grown into a brand supplying homes across the UK with towels, bath mats, throws and other everyday textile essentials.

We’re proud to be a family business, and we believe that’s reflected in the way we work. We care about the products we sell, we care about the people we work with, and most importantly, we care about our customers.

With more than 30 years of experience in the home textile industry, we know what makes a great textile product.

Our experience covers everything from product design and manufacturing through to marketing and retail, giving us a real understanding of the products we sell and the people who use them.

We work closely with our suppliers to source products that offer the quality, comfort and value we would want in our own homes.

All of our suppliers meet the Ethical Trading Initiative (ETI) Code of Conduct, helping us work with suppliers who share our commitment to responsible and ethical working practices.

For us, home textiles are about more than simply being practical. The right bath mat can completely finish a bathroom, a beautifully soft towel can make an everyday shower feel a little more luxurious, and a cosy throw can transform a room.

That’s why we’re always crafting products that combine comfort, quality and style - from soft and absorbent bath mats and luxurious towels to cosy throws and fun, characterful designs.

We love discovering new textures, colours and designs, and we’re constantly growing our collection to offer something for different homes, tastes and budgets.

Being a family-owned business means we can keep things personal. In fact, it is something we pride ourselves on.

We want shopping with Allure to feel different from shopping with a huge, faceless retailer. If you have a question about a product, need some help choosing between two options or simply want some advice, our friendly team is just a phone call, email or live chat message away. We're always happy to help.

Our customers are at the heart of what we do, and we’re incredibly grateful every time you choose to shop with us.