It's in the way we weave our Axminsters and the raw materials we use. The most important difference is our specialist backing which allows us to use incredibly high-quality yarns. Our backing is made from jute and cotton that are woven together in straight lines to leave little holes for the carpet yarn to be woven through. This ensures that the carpet itself is woven in lines that are straight and true.
The quality of a woven carpet is affected by the number of holes per square inch, known as the "pitch" of the carpet, and the way the holes are arranged, either as perfect squares or rectangles. The size of these holes dictates the thickness of the thread to be used. A thicker yarn produces a more intense texture underfoot.