This paper describes a study into the attitudes and perceptions of British and European retail buyers towards the design of British ceramic tableware, small domestic appliances, and household fabrics, as compared with their perceptions of the design of foreign products in those categories. It was found that European buyers perceived British products in all three categories to lack design innovation, compared with products of other origin. European buyers were also less convinced by brand name and reputation than British buyers particularly in the ceramics. This study confirms the findings of earlier studies, that many British manufacturers rely on traditional patterns and design, and do not invest in design to develop new products.