Direct Wood Flooring

What Direct Wood Flooring does

Direct Wood Flooring is the trading name of Connection Flooring Ltd, a privately held UK-based flooring retailer headquartered in Bishop Auckland, County Durham (company registration 07924240). The company sells solid wood, engineered wood, laminate, luxury vinyl tile (LVT), parquet, herringbone, and accessories (underlay, profiles, finishing trims, maintenance oils, underfloor heating), and markets EvoCore, a proprietary waterproof LVT line with an extended 15-year residential warranty tied to installation purchase. Distribution combines 50 nationwide showrooms co-located within Flooring Superstore sites, a full e-commerce storefront on a Hyva/Magento stack, phone sales, live chat, and a dedicated in-house DWF delivery fleet serving mainland UK and Northern Ireland.

The business operates a hybrid revenue model: per-square-metre product sales, professional measuring and fitting services backed by an installation warranty, finance commission (Merchant Discount Rate) from credit partners V12 Retail Finance and Snap Finance on financed transactions, and TradePro — a subscription-style trade membership programme offering up to 50% discounts, dedicated day delivery, and 30-day returns to verified trade professionals. Pricing spans budget to premium tiers (£7.99–£59.99/m² laminate; £27.49–£139.99/m² engineered wood) with £39.95 standard delivery and 15.9% APR representative finance on orders above £500. Customers are split between retail homeowners/DIY buyers (primary segment) and trade professionals including joiners, fitters, and property developers (secondary).

The company self-identifies as the UK's largest specialist retailer of solid and engineered wood flooring, laminate, and LVT, holds a 4.5-star "Excellent" Trustpilot rating, and runs a documented sustainability programme (6.28 million trees planted, 29,979 acres of rainforest protected via Rainforest Trust, and 35,953 kg of ocean plastic removed via the ReSea Project since August 2020). It sits within the broader Connection Flooring corporate family alongside Flooring Superstore, Grass Direct, and Dream Decking, suggesting shared logistics, real estate, and supplier leverage across adjacent home-surfaces categories. No parent company, external investors, acquisitions, or leadership disclosures are present in the source data.

Name

Direct Wood Flooring

Legal name

Connection Flooring Ltd

Website

https://directwoodflooring.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Direct Wood Flooring (trading as Connection Flooring Ltd) is a UK multi-channel flooring retailer selling solid wood, engineered wood, laminate, LVT, parquet, and accessories via 50 nationwide showrooms, e-commerce, phone sales, and in-house delivery. It serves UK homeowners and trade professionals.

Ownership category

akta.pro rank

Product category

Flooring Retail

NAICS

Floor Covering Retailers (449121)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Hardwood Flooring Retail (CRAIAGAB)

akta.pro secondary industries

Laminate Flooring Retail (CRAIAGAC), Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD), Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK), Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI)

Keywords

• Wood flooring retail
• Laminate flooring
• Engineered wood floors
• Luxury vinyl tiles
• Flooring accessories

Headquarters

HQ city

Bishop Auckland

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time product sales of solid wood, engineered wood, laminate, and luxury vinyl tile flooring. Customers purchase per square metre with optional accessories.
2. Fitting and Installation Services: Professional measuring and fitting services offered as add-on to product purchases, providing installation warranty.
3. Finance Commission: Partnership with V12 Retail Finance and Snap Finance providing credit products; company earns commission (Merchant Discount Rate) on financed transactions.
4. TradePro Membership Program: Trade professionals receive up to 50% discount on purchases; benefits include dedicated day delivery and priority access to deals.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Direct Wood Flooring is a UK-based specialty retailer that sells solid wood, engineered wood, laminate, and luxury vinyl tile (LVT) flooring, including its proprietary EvoCore waterproof range, parquet and herringbone patterned floors, and supporting flooring accessories. Customers purchase per square metre through an e-commerce storefront, 50 nationwide showrooms, phone sales, and a trade membership program, with options for finance, in-house delivery, and complimentary measuring and fitting services.

Product overview

Direct Wood Flooring is a UK-based specialist retailer offering a comprehensive portfolio of flooring products through a multi-channel platform (online and 50 nationwide stores). The core offering spans five main flooring categories: Laminate flooring (manufactured wood with realistic wood/stone effects and easy click installation), Engineered Wood flooring (multi-layer timber with solid wood veneer, compatible with underfloor heating), Luxury Vinyl Tiles/LVT (including their proprietary EvoCore waterproof range), Solid Wood flooring (real wood that can be sanded and refinished), and Parquet flooring (geometric patterns including Herringbone and Versailles). These products are complemented by a full accessories range covering preparation, underlay, fitting, finishing, and maintenance. The company positions itself as the UK's largest retailer of solid and engineered wood flooring, laminate, and LVT, offering products across various price points from budget to premium.

Differentiator

Problem solved

Functional benefit

Brands

• EvoCore: Waterproof flooring product line featuring waterproof properties, marketed as a distinct product brand within the Direct Wood Flooring portfolio

Products and services

• Laminate Flooring A manufactured wood-product flooring line with a moisture-resistant bottom layer, high-density fibreboard core, photographic wood or stone effect layer, and protective wear layer; available in multiple colours, thicknesses, and species effects with an easy click installation system.
• Engineered Wood Flooring Multi-layer timber flooring with a solid wood veneer, designed to accommodate wood expansion and offering high moisture tolerance; compatible with underfloor heating and available in various widths, finishes, and backing options.
• Luxury Vinyl Tiles (LVT) Luxury vinyl tile flooring with wood effect, herringbone, stone and tiles, and marble styles, available across multiple collections and suitable for various room applications with different shade and colour options.
• EvoCore Waterproof Flooring Proprietary waterproof flooring line marketed as a premium LVT alternative, featuring waterproof construction and an extended warranty when paired with the in-house installation service.
• Parquet Flooring Geometric patterned flooring offered in Herringbone, Chevron, and Versailles Tile patterns, available in various colours and wood species including Oak and Walnut.
• Herringbone Flooring Geometric herringbone pattern flooring offered across multiple product categories including laminate, engineered wood, and LVT, for decorative floor installations.
• Solid Wood Flooring Real wood flooring that can be sanded and refinished up to seven times on 22mm boards, available in Oak, Mahogany, and Acacia species with narrow, standard, and wide board widths across Essentials, Majestic, and Exotic collections.
• Flooring Accessories Comprehensive range of flooring accessories including preparation products, underlay, fitting tools, profiles, scotia and beading, skirting boards, radiator rings, Osmo maintenance oils, and underfloor heating solutions.
• Measuring and Fitting Service Professional in-home measuring survey and installation service that includes a complimentary survey, installation warranty, and free returns for any leftover packs when paired with a flooring purchase.
• TradePro Membership Program Trade-exclusive membership program providing up to 50% discounts on flooring purchases, dedicated day delivery scheduling, priority access to deals, and a 30-day returns policy for verified trade professionals.
• Free Sample Service Online ordering of up to six free flooring samples, delivered within 48 hours, to allow customers to assess texture and colour at home before purchase.
• Special Offers and Promotions Promotional pricing section on the Direct Wood Flooring website offering up to 50% off selected flooring ranges both in-store and online.

Quantifiable outcome

• 30-day hassle-free returns with free collection
• +2 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

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Rainforest TrustcoreStrategic or Co-development Partner · 1 August 2020Non-profit partnership for rainforest protection. Donations directly protect huge areas of rainforest. 29,979 acres protected since August 2020.
• ReSea ProjectcoreStrategic or Co-development Partner · 1 August 2020Ocean cleanup initiative removing plastic from oceans and rivers. 35,953kg of plastic removed (equivalent to 1,438,120 plastic bottles) since August 2020.
• ShelterminorStrategic or Co-development PartnerCharitable partnership supporting the housing and homelessness charity.
• The Prince's TrustminorStrategic or Co-development PartnerCharitable partnership supporting the youth charity.
• Woodland Warrior ProgrammeminorStrategic or Co-development PartnerCommunity support initiative for environmental education and tree planting programs.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Flooring Superstore: Sister brand within the Connection Flooring family. Directly comparable online and showroom flooring retailer in the UK, with showrooms co-located with Direct Wood Flooring; same parent group makes it the closest peer.
• Factory Direct Flooring: UK online specialist retailer of laminate, engineered wood, LVT and solid wood flooring with comparable product mix and direct-to-consumer delivery model. Strongest like-for-like online competitor.
• Wood Floor Warehouse: UK specialist in real wood flooring with online and showroom presence. Overlaps directly with Direct Wood Flooring's solid and engineered wood categories and serves similar homeowner and trade customers.
• Tapi Carpets & Floors: UK multi-category flooring retailer with national showroom footprint selling carpets, LVT, wood and laminate flooring. Closest scaled direct peer in store-based flooring retail.
• Floors-2-Go: UK high-street flooring retailer offering laminate, wood and vinyl flooring at value price points. Directly competes on the budget and mid-market segments of DWF's product mix.
• Luxury Flooring UK: UK online flooring retailer specializing in LVT, engineered wood and laminate with nationwide delivery. Comparable e-commerce-first proposition targeting similar homeowner and trade segments.

Broad incumbents

• Wickes: UK home improvement retailer and builder's merchant with flooring offerings alongside kitchens, bathrooms and building materials. Overlaps with DWF in trade and DIY flooring, but is a broader incumbent.
• Carpetright: Established UK flooring retailer with extensive store network offering carpets, LVT, laminate and wood flooring. Comparable product categories but historically carpet-led and broader in positioning.
• B&Q: UK's largest home improvement retailer with extensive flooring ranges in-store and online. Broader DIY and home category focus, but a key competitor in flooring due to scale and price competitiveness.
• Homebase: UK home and garden retailer carrying flooring, tiling and home improvement products. Overlaps at the retail DIY level but is a much broader category player rather than a flooring specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCFyWTfcy-qDVrsRPz8Qa3TQ
• Xx.com/directwoodfloor
• Facebookfacebook.com/directwoodflooring
• LinkedInlinkedin.com/company/direct-wood-flooring-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Direct Wood Flooring