About Us – Direct Fabrics

Direct Fabrics is a family-run business specialising in high-quality, British-made curtains, blinds, and soft furnishings for the contract sector. From hotels and schools to care homes and commercial spaces, we tailor every product and service to meet the unique needs of our clients, whether it's a single metre of fabric or a full-site fit-out.

Our story begins in 1947, when my grandfather Joe Simon started trading from a market stall in the North East. It quickly became the go-to place for velvet and curtain fabrics. Alongside his son, Martin, they became known as “the curtain men” — well-known and well-trusted across the region.

The original family business, J&E Ltd, served the North East for decades until it eventually closed in the 2000s after the passing of my father. At the time, I was training to become an accountant. But I knew that textiles were in my blood, and the values I had grown up with — honest advice, genuine care for customers, and doing things properly — were too important to leave behind.

In 2011, I launched Direct Fabrics as a new chapter in our family’s story. While the business is new, the spirit is not. We’ve brought traditional service into a modern, efficient format, offering fast communication, live chat, same-day sample dispatch, and the kind of personalised support that’s hard to find these days.

Our clients include some of the most respected names in hospitality, healthcare, and education, such as Marriott, Hilton, and the NHS, all trusting us to supply safe, compliant, and beautifully made furnishings.

At Direct Fabrics, we’re not just here to sell products. My passion is people — helping our customers find the right solution, offering honest advice, and standing by our word. If something’s not right or we can’t do it, we’ll always say so. That’s the way my father and grandfather did business, and that’s the way we do it today.