Direct Flooring
Direct Flooring is Scotland's largest independent specialist flooring retailer, operating 13 retail showrooms and an e-commerce platform selling laminate, waterproof SPC/LVT, engineered, and solid hardwood flooring to UK residential homeowners and commercial customers.
- Company typePrivate
- Founded2001
- HeadquartersGlasgow, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Direct Flooring does
Direct Flooring (legally Manorgate Ltd) is a privately held Scottish specialist flooring retailer founded in March 2001 and headquartered in Glasgow. The company operates thirteen retail showrooms across Scotland — concentrated in Glasgow (four stores) with additional locations in Aberdeen, Dundee, Edinburgh, Falkirk, Kilmarnock, Kirkintilloch, and Motherwell — and supplements them with an e-commerce website offering home delivery, click-and-collect, and FCA-regulated consumer finance arranged through Novuna Personal Finance and Hitachi Personal Finance.
The company's core product range spans six categories: laminate flooring (brands including Kronotex, Egger, Falquon, Krono Original, and Swiss Krono), waterproof SPC vinyl and LVT flooring (Republic SPC, BML, Falquon), engineered hardwood, solid hardwood (Junckers), Kronowall 3D wall panels, and flooring accessories (Unika, Dural). Direct Flooring holds more than 150 SKUs in stock at any given time, supporting next-day delivery on in-stock items. Pricing follows a per-square-metre model ranging from approximately £11/m² for entry-level laminate to £60+/m² for premium solid hardwood. The platform integrates standard payment options (Clearpay, PayPal, Visa, Mastercard) and offers arranged installation services through third-party joiners.
The business model combines one-time product sales through retail and online channels with transaction-fee revenue from acting as a regulated credit broker, plus ancillary professional-services revenue from installation referral. Primary customers are UK residential homeowners seeking flooring for living spaces, kitchens, bathrooms, and bedrooms, with a secondary commercial-property segment. Marketing relies on radio advertising featuring Julian Clary, SEO-optimised content guides, email newsletters, in-store experience (seating areas, refreshments), and customer reviews on Google and Trustpilot.
Direct Flooring firmographics
Firmographics- Name
- Direct Flooring
- Legal name
- Manorgate Ltd
- Website
- https://directflooring.co.uk
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Direct Flooring is Scotland's largest independent specialist flooring retailer, operating 13 retail showrooms and an e-commerce platform selling laminate, waterproof SPC/LVT, engineered, and solid hardwood flooring to UK residential homeowners and commercial customers.
- Ownership category
- akta.pro rank
Direct Flooring industry classification
Industry- 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
- Hardwood Flooring Retail (CRAIAGAB), Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD), Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI), Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)
Keywords
Where Direct Flooring is headquartered
LocationHeadquarters
- HQ city
- Glasgow
- HQ country
- United Kingdom
- HQ region
- Europe
Offices12 records
Markets served
Direct Flooring business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail Flooring Sales: Direct sales of flooring products (laminate, hardwood, vinyl, SPC) and accessories through 13 retail stores in Scotland and online e-commerce platform. Revenue generated from one-time product purchases with per-square-meter pricing.
- Finance/ Credit Services: Partnership with Novuna Personal Finance and Hitachi Personal Finance to offer buy now pay later (0% interest for 12 months), interest bearing finance (9.9% APR up to 60 months), and other credit options. Earns commissions as a credit broker regulated by FCA.
- Professional Installation Services: Arranges professional flooring installation through joiners, providing an ancillary revenue stream alongside product sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Laminate Flooring from £11/m² |
| Unit Pricing | Pay-as-you-go | Vinyl/ SPC Flooring from £28/m² |
| Unit Pricing | Pay-as-you-go | Hardwood Flooring from £48/m² |
| Transaction based/ take rate | Monthly | Interest Free Credit - 0% APR for 12 months |
| Transaction based/ take rate | Monthly | Interest Bearing Finance - 9.9% APR representative |
| Transaction based/ take rate | Monthly | Buy Now Pay Later - 19.9% APR representative |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Direct Flooring product offering
Product offeringCore offering
Direct Flooring sells flooring products including laminate, waterproof SPC/LVT, engineered hardwood, solid hardwood, and wall panels, plus accessories such as underlay, trims, skirting and beading, through 13 Scottish retail showrooms and an e-commerce website. The company stocks over 150 flooring ranges from brands including Kronotex, Egger, Falquon, Junckers, Republic SPC, Classen, Unika, and Dural, with a Price Promise guarantee, next-day delivery, and click-and-collect options. It also acts as an FCA-regulated credit broker offering consumer finance through Novuna and Hitachi Personal Finance, and arranges third-party installation services.
Product overview
Direct Flooring is Scotland's largest independent specialist flooring retailer offering a comprehensive portfolio of flooring products. The core offering spans six main categories: Laminate Flooring (with brands including Kronotex, Egger, Falquon, Krono Original, and Swiss Krono), Waterproof SPC/LVT Flooring (including Republic SPC and BML Luxury Vinyl), Engineered Hardwood Flooring (Oak, Walnut, Acacia), Solid Hardwood Flooring (including Junckers brand), Wall Panels (Kronowall 3D), and Flooring Accessories (Unika, Dural trims and underlay). The company operates as both an e-commerce platform and physical retailer with 13 stores across Scotland, offering over 150 flooring options in stock. Financing services are available through partnerships with Novuna Personal Finance and Hitachi Personal Finance, enabling customers to spread costs via Buy Now Pay Later, Interest Bearing, and Interest Free credit options.
Differentiator
Problem solved
Functional benefit
Products and services
- Laminate Flooring Laminate flooring products available in various thicknesses (6mm to 12mm), styles (tiles, herringbone, V-groove, plank), finishes (high gloss, matt, classic, modern), and wood species effects. Brands include Kronotex, Egger, Falquon, Krono Original, and Swiss Krono. Sold per square metre to UK homeowners and trade customers.
- Waterproof SPC Vinyl / LVT Flooring Waterproof SPC (Stone Plastic Composite) vinyl and Luxury Vinyl Tile (LVT) flooring with rigid core construction suitable for wet areas such as kitchens and bathrooms. Brands include Republic SPC, Falquon, and BML Luxury Vinyl, available in 5mm-7.5mm thickness.
- Engineered Hardwood Flooring Engineered wood flooring constructed with multiple layers for stability, available in Oak, Walnut, and Acacia species with finishes including matt, oiled, waxed, brushed, and UV lacquer. Sold to UK homeowners and commercial buyers.
- Solid Hardwood Flooring Solid hardwood flooring made from single pieces of wood, including Junckers and other brands in Oak, Acacia, and Merbau/Mahogany species with brushed, oiled, UV lacquer, and prefinished finishes. Domestic manufacturer warranties available.
- Wall Panels Decorative wall panels including Kronowall 3D Wall Panels in multiple colours, with heat-resistant properties allowing lighting integration, sold for feature walls in residential settings.
- Flooring Accessories Supporting products including trims, door thresholds, 3ft and 9ft transition bars, 3-inch and 5-inch skirting boards, scotia beading, and standard underlay. Brands include Unika and Dural, available in various shades to complement flooring purchases.
- Customer Finance Services (Credit Broker) FCA-regulated credit broker service offering Buy Now Pay Later (0% APR for 12 months on orders £556+), interest-bearing finance (9.9% APR representative, 24-60 months), and deferred BNPL (19.9% APR representative, 48-month term with first 12 months deferred). Minimum spend £500-£556, 10% deposit required. Available to UK customers via Novuna and Hitachi Personal Finance partnerships.
- Professional Installation Services Arranged professional flooring installation provided through third-party joiners, available to residential and commercial customers by contacting their local Direct Flooring branch.
Quantifiable outcome
- Warranty coverage varies by product: Laminate 25-30 years domestic, 3-5 years commercial; Hardwood manufacturer warranties as specified per product
Companies that use Direct Flooring
Customer profileSegments2 records
Ideal customer profiles2 records
Direct Flooring technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Direct Flooring partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered primary, core and supporting.
- KronotexprimaryMajor brand partner supplying laminate flooring products including Exquisit Plus, Mammut, and Mega Plus ranges. Products feature 5G click system, various thicknesses (6mm-12mm), and warranties up to 30 years domestic.
- Egger Laminate FlooringprimaryBrand partner supplying Egger laminate flooring products including waterproof options and various finishes.
- Falquon Exclusive SurfacesprimaryPremium brand partner supplying luxury vinyl tiles (LVT) and exclusive surface products including the Falquon Lavarosa LVT range.
- JunckersprimaryBrand partner supplying solid hardwood flooring including Junckers Twilight Grey and Variation Black Oak ranges. Products feature 14mm thickness and 129mm width.
- ClassencoreBrand partner supplying waterproof laminate flooring including Classen Herringbone and Tile Effect ranges.
- Republic SPCcoreBrand partner supplying SPC (Stone Plastic Composite) vinyl flooring including Republic Ego and GTF Australia Orbit ranges, available in 5mm-7.5mm thickness.
- Swiss Krono / Krono OriginalcoreBrand partners supplying Swiss Krono and Krono Original laminate flooring products including Original Mega Plus collections.
- DuralsupportingAccessories brand partner supplying trims, transitions, and finishing products including 3ft and 9ft transition bars in various finishes.
- UnikasupportingAccessories brand partner supplying skirting, beading, and installation products including 3-inch and 5-inch skirting options.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Direct Flooring competitors and assessment
Company assessmentDirect peers
- Flooring Superstore: UK online-led flooring retailer offering laminate, vinyl, LVT, and engineered wood with nationwide delivery. Directly competes on product range and price transparency, but lacks Direct Flooring's physical showroom footprint.
- Factory Direct Flooring: UK online flooring specialist offering laminate, vinyl, engineered wood, and SPC at discount prices with nationwide delivery. A direct head-to-head competitor on online flooring SKU breadth and price.
- Tapi Carpets: Tapi is a UK national flooring retailer with showroom-based model selling carpets, vinyl, laminate, and hardwood across Britain. Direct comparable to Direct Flooring's multi-store showroom approach, though operating at materially larger UK-wide scale.
- Floors-2-Go: UK discount flooring retailer with showrooms and online offering across laminate, engineered wood, and vinyl. Directly comparable on price-led positioning and multi-channel distribution.
- Wood Floor Warehouse: UK specialist retailer focused on solid and engineered hardwood flooring with showrooms and online presence. Closely comparable to Direct Flooring's hardwood category but with narrower category focus.
- Luxury Flooring: UK-based premium flooring retailer with showrooms and online offering across hardwood, LVT, and laminate. Comparable on premium positioning and multi-channel model, though with London-centric showroom footprint.
Broad incumbents
- Carpetright: One of the UK's largest flooring retailers with a national store estate selling carpets, vinyl, laminate and wood. A broader incumbent that overlaps with Direct Flooring on core flooring categories but serves a wider product remit.
- Wickes: UK home-improvement retailer with flooring category offering across laminate, vinyl, and tile plus installation services. Broad incumbent that competes with Direct Flooring on trade and DIY flooring rather than specialist depth.
- B&Q: UK's largest DIY and home-improvement retailer carrying laminate, vinyl, and tile flooring alongside thousands of other SKUs. A broad incumbent where flooring is one category among many, competing on convenience and breadth.
Regional players
- Leader Floors: UK independent flooring retailer with regional showroom presence and online store selling laminate, hardwood, and vinyl. Comparable independent-retailer model, though with a different UK regional footprint than Direct Flooring's Scotland focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Direct Flooring social profiles
Digital presenceDirect Flooring financial estimates
Financial estimateRevenue estimate
Valuation estimate
Direct Flooring leadership team
Management profileNumber of profiles
Direct Flooring funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Direct Flooring M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Direct Flooring
What does Direct Flooring do?
Direct Flooring sells flooring products including laminate, waterproof SPC/LVT, engineered hardwood, solid hardwood, and wall panels, plus accessories such as underlay, trims, skirting and beading, through 13 Scottish retail showrooms and an e-commerce website. The company stocks over 150 flooring ranges from brands including Kronotex, Egger, Falquon, Junckers, Republic SPC, Classen, Unika, and Dural, with a Price Promise guarantee, next-day delivery, and click-and-collect options. It also acts as an FCA-regulated credit broker offering consumer finance through Novuna and Hitachi Personal Finance, and arranges third-party installation services.
Is Direct Flooring a public or private company?
Direct Flooring is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Direct Flooring founded?
Direct Flooring was founded in 2001. It employs 51 to 100 people.
Where is Direct Flooring based?
Direct Flooring is headquartered in Glasgow, United Kingdom, in the Europe region.
How does Direct Flooring make money?
Three revenue lines are on record. Retail Flooring Sales are the primary driver. The others are finance/ Credit Services and professional Installation Services.
Who are Direct Flooring's main competitors?
Direct peers on record are Flooring Superstore, Factory Direct Flooring, Tapi Carpets, Floors-2-Go, Wood Floor Warehouse and Luxury Flooring. Broad incumbents are Carpetright, Wickes and B&Q. Leader Floors is listed as a regional player.
Does Direct Flooring have an API?
No public API is recorded for Direct Flooring.
What industry is Direct Flooring in?
Direct Flooring's product category is Flooring Retail. Its primary akta.pro industry code is CRAIAGAC, Laminate Flooring Retail, with a secondary code of CRAIAGAB, Hardwood Flooring Retail. Its NAICS code is 449121 and its SIC code is 5700.