Fired Earth began in 1983 by selling terracotta floor tiles. Demand for other stylish tiles grew, and wall tiles were added alongside stones and slates. By the mid-1990s, the business had grown from its farmhouse beginnings in Oxfordshire to 26 showrooms nationwide. As it grew, the company added paint and bathrooms to its collections.

The company aims to offer products produced with authenticity, creativity and style and, where possible, handmade and made as close to home as possible.

Fired Earth has also evolved the retail experience to reflect changing consumer behaviour. The company provides almost all its collections to browse and buy online, complementing its high street presence.