Welcome to Allure Bath Fashions - a friendly, family-owned business based in the heart of Wiltshire, with a genuine passion for home textiles. Our team is based in South Marston, near Swindon, where we manage our ecommerce, customer service and wholesale operations.

We’ve been working with textiles for over three decades, building our experience across design, manufacturing and sourcing. 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 believe quality home textiles should be made responsibly. We work closely with our suppliers to ensure our products are produced to high ethical and safety standards, with all of our suppliers meeting the requirements of the Ethical Trading Initiative (ETI) Base Code.

All of our products also meet the OEKO-TEX® STANDARD 100, an internationally recognised certification that tests textiles for harmful substances and helps ensure they are safe for their intended use.

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.

From soft cotton and chenille designs to statement styles, our collection includes bath mats, shower mats and pedestal mats for the toilet and sink. 

Designed to combine comfort, practicality and style, our bathroom mats are available in a wide range of colours, shapes and designs.

Our towel collection includes bath towels, bath sheets, hand towels and face cloths, alongside a selection of stylish beach towels. 

Available in a variety of colours, weights and textures, our towels are designed for everyday comfort and quality.

Add warmth, texture and personality to your home with our collection of throws and blankets. 

We also offer decorative bedspreads and cushion covers, with a range of colours, patterns and textures to complement a variety of interiors.