The Camouflage Company was a UK home and garden storage brand whose founding idea was simple: if you have to store things, why not make them disappear in style? Incorporated in 2003 and based near Shrewsbury, the company built its range around what it called "Utility Chic" — practical, foldable, wipe-clean bags, boxes and carriers designed to conceal clutter behind distinctive camouflage-inspired prints. Their catalogue covered everything from garden furniture covers and tool bags to shopping totes, picnic accessories and indoor storage solutions.
The brand's concept grew from a pair of observations: that garden furniture covers looked ugly, and that patterned bags at a picnic seemed to vanish into the scenery. The Camouflage Company set out to apply that same visual trick to everyday storage. Every product in the range was designed to be multi-purpose, fold flat when not in use, and carry a print that blended naturally with indoor or outdoor settings — making organisation a matter of style as much as practicality.
The catalogue offered a broad spread of storage solutions. In the garden, customers could find waterproof furniture covers, frost-protection plant wraps and tool organisers. Indoors, the range extended to foldable storage boxes, under-bed bags, laundry baskets and decorative containers. Shoppers and picnic carriers rounded out the collection, all sharing the brand's signature combination of wipe-clean materials and eye-catching camouflage patterns. Products were sold through the company's own catalogue and through television shopping channels including QVC UK.
A consistent thread through the Camouflage Company range was durability. Garden and outdoor products used waterproof fabrics rated to withstand the British climate, while indoor pieces prioritised lightweight construction that could be folded away to virtually nothing. The wipe-clean finish on most items meant they were suited to muddy gardens and busy kitchens alike, offering longevity that justified the catalogue price points.
The Camouflage Company UK Limited was incorporated on 24 November 2003. The brand grew from an idea about concealing unattractive garden covers and storage, and went on to sell through its own catalogue and via television retail channels.
The company was registered at Wood Farm, Marchamley Wood, near Shrewsbury in England. It traded as a UK-focused brand selling home and garden storage products.
Utility Chic was the brand's own term for its design approach — products that were genuinely useful (foldable, wipe-clean, weatherproof where needed) but also attractive enough to sit on display rather than being hidden away. The camouflage prints were central to that look, giving everyday storage items a distinctive and coordinated appearance.
The range included garden furniture covers, frost-protection wraps for plants, tool bags and organisers, foldable indoor storage boxes, under-bed bags, laundry hampers, shopping totes and picnic carriers. Products were designed to work indoors and outdoors, across a range of room types and garden settings.
Products were available through the company's own printed catalogue and website, and through QVC UK, where the brand appeared regularly as a guest presenter demonstrating its range. Selected items were also stocked by other home and garden retailers.
The company appears to have ceased active trading. Companies House records show overdue filings and a proposal to strike the company off the register. Original products are no longer available through official channels, though the brand's catalogue brochure is preserved here in our archive as a reference for the range.
Note: this brochure is from our archive. The Camouflage Company is no longer actively trading and this catalogue is preserved here for reference purposes only.
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