What Kellars Flooring does

Kellars Flooring is a UK-based B2B wholesale distributor of branded flooring products, serving trade customers, retailers, and regional distributors through a national network of depots. Acquired by a private equity investor in 2018 from a single-depot operation in Stockport, the company has scaled to six UK depots (Stockport, Shildon, Glasgow, Rugby, Leeds, Manchester) with 400,000 sq ft of warehousing, a branded fleet of 20+ vehicles, 40 delivery routes, and a stock holding of over 2 million square metres. It self-identifies as the UK's largest independent flooring supplier and employs more than 125 people, including over 20 Area Sales Managers covering UK postcodes.

The product portfolio comprises seven exclusive sub-brands spanning the full flooring category: EasyLiving stain-resistant carpets, Forma laminate (100+ decors), Octavian vinyl (85+ decors across 9 ranges), Alva LVT (2.5mm multi-bevelled tiles and planks), Allora SPC with built-in underlay, Novoturf artificial grass, and the Floorlink underlay and accessories range. Distribution is direct B2B wholesale with quote-based pricing, point-of-sale merchandising support, and next-day delivery from the depot network. The company does not sell directly to consumers and does not operate a software platform; it is a physical-goods distributor.

Revenue model is wholesale hardware sales of branded flooring to the trade channel, with three primary customer segments (trade customers, retailers, distributors) addressed horizontally. The business has earned three consecutive Flooring Innovation Awards (2021 Forma, 2022 Floorlink, 2023 Alva) for brand and marketing concepts, and uses regional roadshows, the Harrogate Flooring Show exhibition, and dedicated field sales as its principal go-to-market channels.

Name

Kellars Flooring

Legal name

Kellars

Website

https://kellars.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Kellars Flooring is a UK-based B2B wholesale distributor of branded flooring products — carpet, laminate, vinyl, LVT, SPC, artificial grass, and underlay — serving trade customers, retailers, and distributors through six UK depots with next-day delivery.

Ownership category

akta.pro rank

Product category

Flooring Wholesale Distribution

NAICS

Floor Covering Retailers (449121), Other Building Material Dealers (444180)

SIC

Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Flooring (Carpet, Tile, Wood, Laminate) Distribution (CRAOAFAE)

akta.pro secondary industries

Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI), Flooring Tools, Adhesives, Grout & Installation Supplies Retail (CRAIAGAJ)

Keywords

• Wholesale flooring distribution
• Vinyl flooring products
• Laminate flooring supply
• Artificial grass distribution
• Flooring accessories wholesale

Headquarters

HQ city

Stockport

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Wholesale Flooring Distribution: Kellars operates as a wholesale distributor supplying exclusive branded flooring products (carpet, laminate, vinyl, LVT, SPC, artificial grass, underlay and accessories) to trade customers, distributors, and retailers across the UK. Products sold in branded packaging with point-of-sale materials. Next day delivery service available across 6 UK depots using Kellars branded fleet.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Kellars Flooring operates as the UK's largest independent wholesale distributor of flooring products, supplying seven exclusive branded ranges (EasyLiving Carpets, Forma Laminate, Octavian Vinyl, Alva LVT, Allora SPC, Novoturf Artificial Grass, and Floorlink Underlay & Accessories) to trade customers, retailers, and distributors. The business sources flooring globally and distributes it across six UK depots with next-day delivery, supported by branded point-of-sale displays for retailer showrooms.

Product overview

Kellars Flooring is a specialist distributor of residential and commercial flooring products, offering a diverse portfolio of seven distinct product ranges. The core offerings include EasyLiving Carpets (stain-resistant residential carpets), Forma Laminate (award-winning laminate in 74+ colours), Octavian Vinyl (85+ decor vinyl in 9 ranges), Alva LVT (luxury vinyl tiles in multiple formats), Allora SPC (stone polymer composite flooring), and Novoturf Artificial Grass (15 artificial grass products). The Floorlink Underlay & Accessories range provides complementary installation materials. The company operates as a one-stop flooring solutions provider rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Brands

• EasyLiving Carpets: Stain resistant carpet collection with bleach-cleanable technology for hassle-free maintenance.
• Forma Laminate
• Octavian Vinyl
• Alva LVT
• Allora SPC
• Novoturf Artificial Grass
• Floorlink Underlay & Accessories

Products and services

• EasyLiving Carpets

Quantifiable outcome

• UK's largest independent flooring supplier achieved by 2023
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered minor.

• PHS GroupminorOthers · 17 December 2021Installed Aeramax Air purifiers in Shildon, Stockport and Rugby offices. Units exchange interior area 2-3 times per hour, killing airborne viruses and trapping dust and pollen. Also provides hygiene, air care, washroom services, and waste management systems including biomass recycling.
• Help First Aid TrainingminorImplementation/ SI/ Consulting Partner · 17 December 2021Provided first aid at work training course for 5 Kellars staff members. Course covers basic life support training, first aid for children, and practical skills for workplace emergencies. Complies with Health & Safety (First Aid) Regulations 1981.
• Pristine Condition InternationalminorImplementation/ SI/ Consulting Partner · 7 May 2021Manual handling training provider with 25 years global success. Introduced Olympic weightlifting techniques to the industry. Provided bespoke POPS (Passing on the Principles) training programme to Kellars warehouse staff. 11 colleagues qualified as instructors with guaranteed 50% reduction of injury.

Scale indicators12 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Likewise Group: UK-listed flooring distributor formed via the merger of several regional flooring wholesalers. Likewise serves independent retailers and trade customers with a comparable product portfolio (carpet, vinyl, LVT, underlay, accessories), making it a close direct competitor to Kellars in UK wholesale flooring distribution.
• Furlong Flooring: UK carpet manufacturer and distributor serving the independent retail and contract channels. Overlaps with Kellars on carpet and broader flooring categories and competes for the same independent retailer shelf space.
• Headlam Group: The UK's largest flooring distributor, listed on the London Stock Exchange. Headlam supplies residential and commercial floorcoverings to independent retailers and contractors across the UK and Continental Europe — the same core customer base (independent flooring retailers, trade contractors) and product mix (carpet, vinyl, LVT, laminate, underlay) as Kellars, but at substantially larger scale.
• Lifestyle Floors: UK trade-focused flooring distributor offering exclusive branded carpet, LVT, laminate and vinyl ranges to independent retailers. Operates a similar exclusive-brand model with depot-based national delivery, comparable to Kellars' seven-brand proprietary portfolio.
• TradeChoice Carpet & Flooring: UK trade-only flooring distributor supplying independent retailers and installers with branded and own-brand ranges. Direct competitor in the same trade-channel, exclusive-brand playbook that defines Kellars' go-to-market.

Broad incumbents

• Victoria PLC: UK-listed flooring group combining manufacturing (carpet, underlay, LVT) and wholesale distribution. Comparable in product breadth and UK channel exposure, though significantly larger and vertically integrated versus Kellars' distribution-only model.
• Interface: Global modular carpet and resilient flooring manufacturer with strong commercial/project channels. Overlaps with Kellars' commercial-contract customer segment but operates a direct-to-specifier model rather than wholesale distribution.
• Mohawk Industries: World's largest flooring manufacturer spanning carpet, LVT, laminate and ceramic. Sells through independent distributors like Kellars in many markets but also pursues direct relationships with national retailers, representing both a supplier and a competitive channel risk to UK independents.
• Unilin Distribution (Quick-Step / Pergo): Subsidiary of Mohawk Industries, one of the world's largest flooring manufacturers with its own UK/European distribution. Sells laminate, LVT and hardwood through both trade distributors like Kellars and increasingly direct-to-retail, putting it in a partially overlapping distribution role as well as a supplier relationship with Kellars.

Emerging players

• Flooring Superstore: UK online and showroom-based flooring retailer selling carpet, LVT, laminate, vinyl and artificial grass direct to consumers. Competes with Kellars' independent retailer customers for end-consumer demand and represents a disintermediation threat to the trade distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/KellarsFlooring
• LinkedInlinkedin.com/company/kellars-flooring
• Instagraminstagram.com/kellarsflooring
• Xx.com/kellarsflooring

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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 Kellars Flooring