What Flooring Superstore does

Connection Flooring Ltd, trading as Flooring Superstore, is a UK-based omnichannel retailer of flooring products founded in 2012 by Dan Foskett. The company sells laminate, real wood, luxury vinyl tiles (LVT), standard vinyl, carpets, floor tiles, and artificial grass through an e-commerce storefront and a nationwide network of more than 50 physical showrooms spanning from Glasgow to Southampton. The business also sells a proprietary sub-brand called EvoCore and operates under affiliated brand names including Direct Wood Flooring, Grass Direct, Dream Decking, and Snug Carpets. Reported annual revenues are approximately £50 million as of October 2025, with a headcount of 251-500 employees.

The company operates three principal revenue streams: (1) product sales priced per square metre or per pack, ranging from £8.99/m² for entry-level vinyl to £49.99/m² for premium laminate; (2) professional measuring and fitting services bundled with installation warranties and a free measuring survey; and (3) credit broking through partnerships with Secure Trust Bank PLC (V12 Retail Finance) and Snap Finance Limited, offering 0% interest-free credit up to 30 months, with Connection Flooring authorised and regulated by the Financial Conduct Authority (FRN: 801786). A TradePro membership programme offers up to 50% discounts for professional installers and tradespeople.

The technology stack comprises an e-commerce platform with integrated inventory management, store finder, room calculators, sample ordering, order tracking, and fitting service scheduling, built on a Hyvä frontend. Marketing is driven through SEO-optimised product pages, content marketing via blog and how-to guides, paid social advertising on Facebook and Instagram, email marketing, and Trustpilot-validated reviews (4.5/5 stars). The company is privately held and appears wholly bootstrapped through organic growth from online-only origins in 2012 to a national retail chain of 50+ showrooms by 2025.

Name

Flooring Superstore

Legal name

Connection Flooring Ltd

Website

https://flooringsuperstore.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

251–500 employees

Short description

Flooring Superstore is a UK-based omnichannel retailer selling laminate, wood, LVT, vinyl, carpets, tiles, and artificial grass through 50+ physical showrooms and an e-commerce platform, serving homeowners and trade professionals with integrated measuring, fitting, and finance services.

Ownership category

akta.pro rank

Product category

Flooring Retail

NAICS

Floor Covering Retailers (449121)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Laminate Flooring Retail (CRAIAGAC)

akta.pro secondary industries

Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD), Hardwood Flooring Retail (CRAIAGAB), Carpet & Area Rug Flooring Retail (CRAIAGAE), Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI)

Keywords

• Flooring retail
• Laminate flooring
• Carpet sales
• Vinyl flooring
• Flooring installation

Headquarters

HQ city

Bishop Auckland

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Product Sales: Flooring Superstore generates revenue primarily through the direct sale of flooring products (laminate, wood, LVT, vinyl, carpets, tiles, artificial grass) to consumers and trade customers. Products are sold through online storefront and 50+ UK showrooms with pricing per square metre or per pack.
2. Fitting Services: The company offers professional measuring and fitting services, providing an additional revenue stream alongside product sales. Services include free measuring surveys, professional installation, and installation warranties.
3. Finance Brokering: Flooring Superstore acts as a credit broker offering financing options (0% interest-free credit up to 30 months) through Secure Trust Bank PLC (V12 Retail Finance) and Snap Finance Limited, earning commission on credit products arranged.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Flooring Superstore is an omnichannel UK retailer selling laminate, real wood, luxury vinyl tiles (LVT), vinyl, carpets, floor tiles, artificial grass and flooring accessories through its own e-commerce website and 50+ physical showrooms. The business complements product sales with value-added services including free measuring, professional fitting, free sample delivery, interest-free finance brokering and a TradePro loyalty programme offering up to 50% trade discounts.

Product overview

Flooring Superstore is an omnichannel UK flooring retailer operating both online and through 50+ physical showrooms nationwide. The core product portfolio comprises six main flooring categories: Laminate Flooring (with ranges including Heritage, Super, Ravello, Palermo Long, and EvoCore sub-brand), Real Wood Flooring (solid and engineered options in oak, walnut, teak, acacia, mahogany), Luxury Vinyl Tiles/LVT (including Serenity and Elegance Herringbone ranges), standard Vinyl Flooring, Carpets (with Stainbloc technology), and Floor Tiles. The business complements its flooring range with an artificial grass outdoor offering (Grass Direct brand), a comprehensive accessories line (underlay, adhesives, cleaning products), and value-added services including professional measuring and fitting, TradePro membership (up to 50% trade discount), interest-free finance options (up to 30 months), and free sample delivery. Trusted third-party brands sold include Direct Wood Flooring, Grass Direct, Dream Decking, and Snug Carpets.

Differentiator

Problem solved

Functional benefit

Brands

• Direct Wood Flooring: Wood flooring brand offering solid and engineered wood products
• Grass Direct
• Dream Decking
• Snug Carpets
• EvoCore

Products and services

• Laminate Flooring High-density fibreboard flooring with photographic wood or stone images covered by protective layers. Available in ranges including Heritage, Super, Ravello, and Palermo Long with thicknesses from 6mm to 12mm and finishes including handscraped, lacquered and oiled. Sold per square metre to consumers undertaking residential renovation.
• Real Wood Flooring 100% natural solid wood or engineered wood flooring in oak, walnut, teak, acacia and mahogany. Solid wood 11mm to 22mm thick; engineered boards 9mm to 21mm thick. Brushed, oiled, lacquered, handscraped, smoked, stained and deep brushed finishes available.
• Luxury Vinyl Tiles (LVT) Premium vinyl flooring sold as individual tiles in boxes with wood and stone effects, embossed textures, grooves and knots. Waterproof, scratch-resistant, slip-resistant, and suitable for underfloor heating. Includes Serenity and Elegance Herringbone ranges.
• Carpets Textile floor coverings in Wool, Polypropylene and sisal materials with Loop Pile, Twist Pile, Saxony and Thatched Natural pile types. Standard widths of 4m and 5m with Stainbloc technology on selected ranges.
• Vinyl Flooring Roll-based wipe-clean vinyl flooring in 2m, 3m and 4m widths. Durable, water-resistant, scratch and stain-resistant, suitable for all rooms including bathrooms and kitchens. Wood-effect and stone-effect options available.
• EvoCore Proprietary Flooring Superstore sub-brand flooring line offering premium quality construction with enhanced durability characteristics, sold exclusively at Flooring Superstore.
• Floor Tiles Ceramic and stone-effect floor tiles for interior installation. Includes Decor Tiles ranges such as Vintage Mosaic and Traditional Mosaic.
• Flooring Accessories Flooring installation and maintenance products including underlay, adhesives, cleaning kits, protection products and feature strips. Underlay available in various thicknesses for thermal and acoustic insulation.
• Artificial Grass Maintenance-free synthetic grass for outdoor landscaping sold under the Grass Direct brand. Includes UV stability and tensile strength warranties for domestic use.
• Measuring and Fitting Service Professional installation service including free measuring survey, professional fitting, free returns for leftover packs, 12-month installation warranty, and extended 15-year residential warranty on selected products purchased with installation.
• TradePro Membership Trade customer loyalty programme offering up to 50% discount in-store and online with no minimum spend, 30-day hassle-free returns, dedicated day delivery, and priority access to new deals and ranges for professional installers and contractors.
• Finance Options Interest-free credit options up to 30 months provided through Secure Trust Bank PLC (V12 Retail Finance) and Snap Finance, with zero deposit available. Subject to affordability and status checks.
• Free Samples Service Customers can order up to six free flooring samples delivered within 48 hours to preview products before purchase. Samples also available in-store.

Quantifiable outcome

• 50+ showrooms nationwide providing face-to-face expert advice
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Partnerships

Four partnerships are on record, tiered minor.

• Direct Wood FlooringminorOthersTrusted brand name mentioned as part of Flooring Superstore's product portfolio, representing one of their proprietary or exclusive flooring brands.
• Grass DirectminorOthersTrusted brand name mentioned as part of Flooring Superstore's artificial grass product offerings.
• Dream DeckingminorOthersTrusted brand name mentioned as part of Flooring Superstore's outdoor decking product range.
• Snug CarpetsminorOthersTrusted brand name mentioned as part of Flooring Superstore's carpet product portfolio.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Factory Direct Flooring: UK-based online-direct flooring retailer offering laminate, engineered wood, vinyl, LVT, and carpets with competitive pricing. Closest pure-play online comparable targeting the same price-sensitive UK homeowner.
• Carpetright: Long-established UK omni-channel flooring retailer with national showroom network selling carpets, vinyl, LVT, laminate, and wood flooring. Competes head-to-head with Flooring Superstore in showroom-led flooring retail across similar customer segments.
• Tapi Carpets & Floors: UK omni-channel flooring retailer offering carpets, vinyl, laminate, LVT and wood flooring through showrooms and online. Closest direct competitor with similar showroom-plus-e-commerce-plus-fitting model and similar target customer (homeowners undertaking renovation).
• Lifestyle Flooring UK: UK-based online flooring retailer offering wood, vinyl, laminate and LVT with sample service and competitive pricing. Direct online competitor targeting the same UK homeowner renovation customer base.
• Flooring Hut: UK online flooring specialist offering a broad range of laminate, vinyl, LVT, and engineered wood at competitive prices with sample service. Comparable online-first value proposition targeting similar DIY and renovation customers.

Broad incumbents

• Homebase: UK home and garden improvement retailer selling flooring, tiles, kitchens, and DIY products. Overlaps with Flooring Superstore in flooring retail but competes as a broader home improvement destination with a smaller flooring assortment.
• Wickes: UK home improvement retailer (FTSE-listed) offering kitchens, bathrooms, and a meaningful flooring category alongside building materials. Comparable as a broader home improvement destination with flooring as one of many categories.
• John Lewis: UK department store with a flooring and carpets category sold both in-store and online. Comparable in omni-channel reach and UK household brand trust, though flooring is a small share of a much broader assortment.
• B&Q: UK's largest home improvement retailer (Kingfisher Group) selling flooring, tiles, kitchens, and DIY products across a national store network. Overlaps with Flooring Superstore in flooring retail but operates as a much broader general home improvement destination.
• Wayfair: Global online home furnishings marketplace with a UK presence selling flooring, rugs, and home goods. Overlaps in online flooring discovery and purchase, though operates as a broad marketplace rather than specialist retailer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FSuperstoreUK

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Flooring Superstore