Smartwood Flooring

What Smartwood Flooring does

SmartWood Flooring Limited is a privately held, family-run flooring and tiling contractor headquartered in Sompting, West Sussex, United Kingdom, founded in 1997 by Becky Derham. The company supplies and professionally installs solid wood, engineered wood, laminate, and Karndean luxury vinyl flooring, alongside wall and floor tiling and floor renovation/restoration services using Hummel sanding equipment that reduces dust by 96%. It operates an exclusively direct-to-consumer sales motion offering free in-home consultations and fixed-price quotes, with no use of sub-contractors; all installation work is performed by four family staff and one apprentice.

The business serves two horizontal customer segments: residential homeowners across South East England (Sussex, Surrey, Kent, London), and a smaller base of local commercial clients such as hospitality and retail venues. Its service area extended in 2022 with the opening of a Scottish branch, while the product portfolio has broadened from pure flooring to include tiling, renovation, restoration, and maintenance services. Manufacturer partnerships anchor the supply side: a 20-year relationship with Karndean for vinyl flooring and a Quick-Step laminate partnership, supported by a Checkatrade membership that has accumulated 262 reviews averaging 9.7/10 over 9 years and a 97% current rating.

The revenue model is professional services pricing on a quote-by-quote basis; specific pricing is not publicly disclosed. The business carries £1m of insurance, guarantees all work, and relies primarily on word-of-mouth referrals, Checkatrade reputation, and a website with case studies for demand generation. There is no disclosed revenue, no external funding, and no M&A activity, consistent with a stable owner-operated trade business rather than a venture-backed growth company.

Name

Smartwood Flooring

Legal name

SmartWood Flooring Limited

Website

https://smartwoodflooring.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

SmartWood Flooring Limited is a family-run UK flooring and tiling contractor, founded in 1997 and based in Sompting, West Sussex. It supplies and installs solid wood, engineered, laminate, and Karndean flooring plus tiling and renovation services for residential and small commercial customers across South East England and Scotland.

Ownership category

akta.pro rank

Product category

Flooring Installation Services

NAICS

Flooring Contractors (238330)

SIC

General Bldg Contractors - Residential Bldgs (1520)

akta.pro primary industry

Hardwood Floor Installation (HSAPAGAA)

akta.pro secondary industries

Engineered Wood & Laminate Flooring Installation (HSAPAGAC), Hardwood Floor Refinishing & Restoration (HSAPAGAB), Engineered Wood Floor Repair & Refinishing (HSAGAFAB)

Keywords

• Flooring installation
• Wood flooring supply
• Floor tiling services
• Floor renovation restoration
• Laminate flooring fitting

Headquarters

HQ city

Sompting

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Flooring supply and installation: Supply and professional installation of solid wood, engineered wood, laminate, and Karndean flooring. Services include measurement, advice, fitting, and finishing.
2. Tiling services: Full wall and floor tiling installation service covering kitchens, hallways, conservatories, bathrooms, wet rooms, and outdoor tiling. Can source tiles or install customer-provided materials.
3. Renovation and restoration: Floor renovation services including sanding, repair, polishing, and colour staining. Also offers reclaimed/recycled wood flooring options.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Smartwood Flooring is a family-run specialist that supplies and professionally installs solid wood, engineered wood, laminate, and Karndean vinyl flooring, alongside wall and floor tiling, sanding-based renovation/restoration, and ongoing wood floor maintenance. All work is carried out by an in-house family team (no sub-contractors), with free in-home consultations, measurement, and fixed-price quotes delivered across Sussex, Surrey, Kent, London, and Scotland.

Product overview

Smartwood Flooring is a family-owned flooring and tiling service business offering a comprehensive range of floor covering solutions. The core product portfolio includes Solid Wood Flooring (available in strip, plank, and parquet formats), Engineered Wood Flooring (a cost-effective alternative to solid wood), Laminate Flooring (featuring Quick-Step brand), and Karndean luxury vinyl flooring. These products are complemented by professional services including Tiling Services (wall and floor tiling for kitchens, bathrooms, conservatories, and outdoor areas), Renovation & Restoration (sanding, repair, polishing using Hummel equipment), and Maintenance services. The company operates across Sussex, Surrey, Kent, and London, with recent expansion into Scotland.

Differentiator

Problem solved

Functional benefit

Products and services

• Solid Wood Flooring Supply and professional installation of solid wood floors in strip, plank, and parquet formats, available in Prime/Classic, Character, and Rustic grades and finished with quality lacquer seals or wax oils — long-lasting and easy to care for, targeted at UK homeowners seeking premium wood flooring.
• Engineered Wood Flooring Three-layer engineered wood flooring (thin natural wood top layer over softwood strips and a backing layer) supplied and installed as a cost-effective alternative to solid wood; can be renovated and sanded several times, aimed at UK homeowners wanting the look of wood at lower cost.
• Laminate Flooring Affordable multi-layer fibreboard-and-paper laminate flooring featuring a wood-image top layer; Smartwood recommends and installs Quick-Step, which offers antistatic surfaces, splash warranty, light/sun resistance, and PEFC environmental certification — aimed at UK homeowners wanting a quality look at lower cost.
• Karndean Flooring Premium luxury vinyl flooring replicating the look of wood, stone, and ceramic with the durability and practicality of vinyl — wipe-clean, hard-wearing, quiet, and warm underfoot; sourced from Karndean and installed by Smartwood for residential and small commercial customers (e.g., Eye Café).
• Wall and Floor Tiling Professional wall and floor tiling installation covering kitchens, hallways, conservatories, bathrooms, wet rooms, and outdoor areas in ceramic, porcelain, mosaic, granite, and natural stone tiles; tiles can be sourced by Smartwood or supplied by the customer. Consultations and quotes handled by family tiler Emma.
• Floor Renovation and Restoration Restoration service for shabby or damaged wooden floors including sanding, repair, polishing, and colour staining, performed with Hummel sanding equipment that reduces dust by 96% for a cleaner working environment; also offers reclaimed/recycled wood flooring options for sustainability-minded customers.
• Flooring Maintenance Ongoing wood flooring maintenance service including cleaning, waxing, light sanding, and lacquering to restore floors to as-good-as-new condition and preserve the timeless beauty of wood floors over time.
• Parquet Flooring Parquet flooring built from small hardwood pieces arranged in patterns such as herringbone, basket weave, ship's deck, brick, or Dutch designs — for example Traditional Oak Prime European block (230mm x 70mm x 20mm) — installed as a premium solid-wood flooring option within Smartwood's solid wood flooring service.

Quantifiable outcome

• 97% Checkatrade rating with 262 reviews averaging 9.7/10
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• KarndeancoreChannel Partner/ Reseller/ DistributorKarndean is a premium vinyl flooring manufacturer. SmartWood Flooring has been installing Karndean products for 20 years, sourcing and installing their flooring solutions for residential and commercial customers.
• Quick•StepcoreChannel Partner/ Reseller/ DistributorQuick•Step is a leading laminate flooring brand. SmartWood recommends and installs Quick•Step laminate flooring, which features antistatic surfaces, splash warranties, and PEFC environmental certification.

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Tapi Carpets & Floors: UK national flooring retailer offering supply-and-fit across carpet, wood, vinyl, and laminate with in-house installation teams. Comparable to Smartwood as a flooring supply-and-install provider serving UK residential customers, but operates at vastly greater scale across multiple regions.
• Carpetright: Established UK flooring retailer selling carpet, vinyl, laminate, and wood flooring with a national installation service. Comparable to Smartwood in offering full flooring supply and fit, but as a multi-region chain with significantly broader geographic reach.

Others

• Karndean Designflooring: Premium UK vinyl flooring brand and Smartwood's long-standing supply partner. Comparable as the upstream supplier whose brand drives consumer demand that Smartwood's installation service fulfils.
• Kahrs (Kährs): Leading Scandinavian wood flooring manufacturer with a UK installer partner network. Comparable as a wood flooring ecosystem participant that Smartwood competes alongside for share of UK wood floor installations.
• Amtico: UK designer and manufacturer of luxury vinyl tile (LVT) flooring with a UK-wide network of approved retailers and fitters. Comparable as a premium vinyl brand whose products compete with Karndean (Smartwood's partner) for share of high-end LVT installations.
• Quick-Step: Laminate and engineered flooring brand owned by Unilin, recommended and installed by Smartwood. Comparable as a major flooring supplier whose product marketing supports Smartwood's laminate installation pipeline.

Direct peers

• Ted Todd: UK wood flooring specialist combining premium product range with a network of approved installers for residential projects. Directly comparable to Smartwood as a wood-flooring-focused supplier-installer serving UK homeowners with project-level service.
• Wood Floor Warehouse: UK specialist retailer and installer focused specifically on wood flooring products including solid, engineered, and laminate options. Direct peer to Smartwood given shared specialism in wood floor supply and professional installation for residential customers.
• The Solid Wood Flooring Company: UK retailer specialising in solid and engineered wood flooring with associated fitting services. Directly comparable to Smartwood's solid and engineered wood flooring core offering, though more product-led than service-led.

Emerging players

• Local Flooring Companies (e.g., independent UK family flooring fitters): Network of independent UK flooring installers listed on trade platforms. Comparable to Smartwood as small-scale local flooring fitters competing for the same residential and small commercial jobs in regional UK markets.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SmartWoodFloors
• Facebookfacebook.com/smartwoodflooringandtiling/?fref=ts

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Smartwood Flooring