Floors of Stone

What Floors of Stone does

Floors of Stone is a UK-based specialty retailer of natural stone, porcelain, terracotta, reclaimed, and decorative tiles, plus its own Planks & Parquet wood flooring range, operating from Cotes Mill, Loughborough (Leicestershire). Founded in 2007 as an affiliate of sister company deVOL Kitchens (established 1989), it originally supplied natural stone kitchen tiles internally and has since grown into a direct-to-consumer brand serving UK residential homeowners and the kitchen/interior design trade. Its core technology is product curation, sourcing, and inventory management rather than proprietary software: the company holds large inventory with most items available for express delivery, ships free samples (up to four), and pairs an e-commerce catalog with a physical showroom at Cotes Mill and a phone-based quotation channel.

The revenue model is one-time transactional sales of physical flooring products priced per square meter (natural stone £22–£115/m2, porcelain £22–£90/m2, terracotta £50–£60/m2, wood flooring £68–£145/m2) or per tile for decorative ranges, supplemented by accessory SKUs (adhesives, sealers, waxes, Varme underfloor heating mats) that capture ancillary project spend. Pricing is published and includes a rotating special-offer layer. The company markets through its own blog (the deVOL Journal), Instagram via deVOL, the showroom experience, and earned media including Houzz recognition (Best of Houzz 2016–2018) and a 2015 Tile Association Awards shortlisting. No external funding has been raised, the company is privately held, and there is no disclosed AI capability, API, or software product layer.

Name

Floors of Stone

Legal name

Floors of Stone Ltd.

Website

https://floorsofstone.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Floors of Stone is a UK-based specialty e-commerce and showroom retailer of natural stone, porcelain, terracotta, reclaimed tiles, and its own Planks & Parquet wood flooring brand, serving residential homeowners and the kitchen/interior design trade from its Cotes Mill base in Loughborough.

Ownership category

akta.pro rank

Product category

Flooring & Tile Retail

NAICS

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

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Cut Stone & Stone Products (3281)

akta.pro primary industry

Tile & Stone Specialty Retail (CRAIAGAA)

Keywords

• Natural stone tiles
• Porcelain flooring
• Wood flooring planks
• Terracotta tiles
• Flooring accessories

Headquarters

HQ city

Loughborough

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Tile and Stone Sales: Primary revenue from selling natural stone tiles (travertine, limestone, marble, slate, sandstone), porcelain tiles, terracotta tiles, reclaimed tiles, decorative tiles, and clay paving. Products are sold by square meter at varying price points.
2. Flooring Accessories: Revenue from selling complementary flooring accessories including adhesives, grouts, sealers, cleaners, waxes, underfloor heating mats, and installation products.
3. Wood Flooring: Revenue from selling own-range of solid and engineered wood flooring including planks and parquet options.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Floors of Stone is a UK-based retailer and supplier of natural stone tiles (travertine, limestone, slate, marble, sandstone), porcelain tiles, terracotta tiles, reclaimed tiles, decorative cement and Raku tiles, and clay paving, along with its own Planks & Parquet solid and engineered wood flooring range. The company also sells supporting installation and maintenance accessories (adhesives, grouts, sealers, hardwax oils, cleaners, underfloor heating mats) and offers free samples, expert quotations, and express delivery from in-stock inventory.

Product overview

Floors of Stone is a UK-based flooring retailer offering a comprehensive range of natural stone, porcelain, terracotta, and reclaimed tiles, along with solid and engineered wood flooring under the Planks & Parquet brand. The product portfolio is organized into core tile categories (Travertine, Limestone, Slate, Marble, Sandstone, Porcelain, Terracotta, Decorative, Reclaimed, and Clay Paving) with supporting accessory lines for installation and maintenance. The company also offers its own branded care products (FOS range) for terracotta and wood flooring. Porcelain tiles, primarily sourced from Italy, represent a significant portion of the offering with stone-effect, wood-effect, and decorative patterns. The company operates as an e-commerce platform with a showroom at Cotes Mill in Leicestershire.

Differentiator

Problem solved

Functional benefit

Brands

• Planks & Parquet by Floors of Stone: A range of solid and engineered wood flooring, including oak parquet and planks, sold as part of Floors of Stone's product offerings and available at the Cotes Mill showroom.

Products and services

• Travertine Tiles

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• deVOL KitchenscoreStrategic or Co-development PartnerFloors of Stone was established as a subsidiary to supply affordable natural stone kitchen tiles to its sister company deVOL Kitchens, which was established in 1989. This vertical integration ensures consistent quality standards and provides guaranteed demand for Floors of Stone products. DeVOL Kitchens is a well-known kitchen manufacturer, and Floors of Stone operates from the same deVOL Kitchens premises at Cotes Mill.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Wickes: UK home improvement retailer selling tiles, flooring, and renovation products. Comparable in adjacent categories (tiles, flooring accessories) but competes more on convenience and price than premium natural stone curation.
• Travis Perkins: UK builders' merchant supplying construction materials including tiles and flooring to trade and consumers. Adjacent competitor via trade channels and one-stop sourcing, though not a specialist natural stone retailer.
• Topps Tiles: UK's largest tile specialist retailer with hundreds of stores and a broad assortment across ceramic, porcelain, and natural stone. Comparable to Floors of Stone in core category (tile retail) but far larger and more commoditized, with less focus on premium natural stone curation.

Others

• DeVOL Kitchens: Sister company and strategic partner of Floors of Stone, sharing the Cotes Mill site and supplying kitchen design. Not a direct competitor but materially relevant as the originating customer and a key demand driver for Floors of Stone.

Direct peers

• Walls and Floors: UK online-led retailer of tiles and flooring including natural stone, porcelain, and wood-effect ranges. Comparable to Floors of Stone's e-commerce-led GTM and overlapping product assortment.
• Mandarin Stone: UK specialist in natural stone tiles (limestone, marble, slate, travertine) with multiple showrooms and online sales. Closely comparable to Floors of Stone as a premium natural stone tile retailer serving homeowners and trade.
• Quorn Stone: UK-based supplier of premium natural stone flooring with showrooms and trade offerings. Comparable to Floors of Stone in product mix (limestone, marble, sandstone, slate) and premium positioning.
• The Stone Tile Company: Independent UK retailer specialising in natural stone flooring and tiles, selling travertine, limestone, marble, slate, and sandstone online. Directly comparable as a UK e-commerce-first natural stone tile specialist.
• Tile Giant: UK tile retailer with broad ceramic, porcelain, and natural stone ranges sold through showrooms and online. Directly competitive with Floors of Stone in the UK consumer tile market, though with more weight on ceramic/porcelain.

Regional players

• Amber Tiles: Australia-based tile and flooring retailer with showrooms and online sales. Comparable as a multi-category tile retailer with natural stone and wood offerings, but operates in a different geography from Floors of Stone's UK-only footprint.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/floorsofstoneuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Floors of Stone