WD Flooring

What WD Flooring does

W.D. Flooring is a UK-based contract flooring supply and installation specialist founded in 1992 and headquartered in Sully, South Glamorgan, Wales. The firm sources and installs vinyl flooring, modular carpet tiles, and carpet sheet products for both commercial and domestic clients across South Wales and, on a project basis, the wider United Kingdom. It operates as an approved installer for most major floor covering manufacturers including Amtico, Altro, Karndean, Polyflor, Gerflor, Marley-Tarkett, Brintons, Heuga, Interface, Kosset, and Milliken, and offers complementary services such as sub-floor preparation (ply boarding, latex smoothing compounds, damp-proof membranes), vinyl coving for sterile locations, safety flooring for wet/commercial-kitchen areas, stair nosings, custom-designed floors with logos and borders, and carpet cleaning.

The company serves commercial end-markets including offices, hospitals, schools, colleges, and retail environments, alongside residential customers. Its named client base includes S4C, Welsh Water (Dwr Cymru), Carlton Screen Advertising, Perkin Elmer, Sony Bridgend, Hasbro Toys UK, Churchill Insurance, Black Horse Finance, Rotork Tools, Maine Construction, Llanmoor Homes, and PHS Caerphilly, among others, indicating a horizontal go-to-market across multiple verticals rather than a focused niche.

WD Flooring earns revenue through two primary streams: one-time supply of flooring materials (resold under approved-installer arrangements with manufacturers) and professional installation services billed per project on a quoted basis. Pricing is described as competitive with free estimates, and the business operates with a sales-led, direct-contact model supported by a 200+ town local-SEO landing-page presence. The company is privately held, independently owned, has no external funding or subsidiaries, and is not listed on a public exchange. It runs with a lean team of 8 employees from a single South Wales headquarters.

Name

WD Flooring

Legal name

W.D. Flooring

Website

https://wdflooring.co.uk

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

WD Flooring is a Wales-based contract flooring supply and installation contractor, established 1992, serving commercial and domestic clients across South Wales and the wider UK as an approved installer for major flooring brands.

Ownership category

akta.pro rank

Product category

Flooring Installation Services

NAICS

Flooring Contractors (238330), Carpet and Upholstery Cleaning Services (561740)

akta.pro primary industry

Flooring Installation & Finishing (Tile, Wood, Carpet, Resin) (IMAFANAH)

Keywords

• Commercial flooring installation
• Vinyl floor fitting
• Modular carpet tiles
• Sub-floor preparation
• Safety flooring supply

Headquarters

HQ city

Sully

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Flooring Product Supply: Supply of vinyl flooring, modular carpet tiles, and carpet sheet from approved manufacturers including Amtico, Altro, Karndean, Polyflor, Gerflor, Marley-Tarkett, Brintons, Heuga, Interface, Kosset, and Milliken
2. Professional Installation Services: Professional flooring installation services including sub-floor preparation, vinyl fitting, carpet fitting, safety flooring, and custom design work
3. Carpet Cleaning Services: Full carpet cleaning service for existing flooring to improve and maintain installed floors

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

WD Flooring is a South Wales-based flooring contractor that supplies and installs vinyl, modular carpet tiles, and carpet sheet for commercial and domestic projects across South Wales and the UK. The company is an approved installer for major flooring manufacturers including Amtico, Altro, Karndean, Polyflor, Gerflor, Marley-Tarkett, Brintons, Heuga, Interface, Kosset, and Milliken, and also provides sub-floor preparation, custom design work, vinyl coving, stair nosing, and carpet cleaning services.

Product overview

W.D. Flooring is a bespoke flooring contractor established in 1992, offering UK-wide supply and installation of vinyl, modular carpet tiles, and carpet sheet for commercial and domestic projects. The core offering centers on flooring installation services with products sourced from major manufacturers including Amtico (luxury vinyl tiles), Gerflor (contract/residential vinyl), Karndean (design flooring), Marley-Tarkett (vinyl/linoleum), Polyflor (commercial vinyl), and Brintons (woven carpets). Additional product lines include Milliken and Interface (modular carpets), Heuga/FLOR (carpet tiles), and Kosset (carpet ranges), plus Altro (safety flooring). The company provides complementary services including sub-floor preparation (ply boarding, latex smoothing, damp proof membranes) and carpet cleaning. All products are installed by approved installers with expertise in hospitals, schools, colleges, offices, and domestic settings.

Differentiator

Problem solved

Functional benefit

Products and services

• Amtico Luxury Vinyl Tile Supply and installation of Amtico luxury vinyl tiles that replicate natural stone, wood, and other materials, featuring over 200 designs with border and motif options. Made from resin compounded with plasticizers and stabilizers, compressed under high pressure and temperature. For commercial and domestic customers.
• Gerflor Vinyl Flooring Supply and installation of Gerflor vinyl flooring for contract, sport, transport, and residential uses, including Mipolam, Tarasafe, Taraflex, Griptex, HQR, Tarabus, Traveller, Batiflex, and the Creation and Artline LVT decorative tile ranges.
• Karndean Design Flooring Supply and installation of Karndean design flooring that replicates natural slate, ceramic, marble, glass, limestone, and wood. Made from durable customized vinyl, available as individual planks and tiles for personalized floor design. For commercial and domestic customers.
• Marley-Tarkett Flooring Supply and installation of Marley-Tarkett intelligent flooring solutions including vinyl, linoleum, and wood floorcoverings for commercial and housing applications, covering safety flooring, acoustic vinyls, homogeneous vinyl, ESD flooring, and linoleum ranges.
• Polyflor Commercial Vinyl Flooring Supply and installation of Polyflor commercial vinyl flooring including safety flooring, homogeneous vinyl, sports flooring, acoustic flooring, heterogeneous floors, luxury vinyl tiles, semi-flexible tiles, ESD flooring, rubber sheet and tiles, and wall cladding.
• Brintons Woven Carpets Supply and installation of Brintons wool-rich plain and patterned woven carpets, plus textured plant fibre floorcoverings under the Brintons and Woodward Grosvenor brands. Brintons is a British family-owned manufacturer weaving carpets in Kidderminster for over 200 years.

Named customers20 records

Segments5 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

Ten partnerships are on record, tiered core.

• AltrocoreChannel Partner/ Reseller/ DistributorApproved Altro installer providing safety flooring, slip-resistant products including Altro Atlas, Altro Classic, Altro Designer 25, Altro ContraX, Altro Mirica, Altro Ethos, Altro Synthesis, and Altro Mondopave
• KarndeancoreChannel Partner/ Reseller/ DistributorApproved Karndean fitter supplying and installing Karndean design flooring that replicates natural materials including slate, ceramic, marble, and wood
• PolyflorcoreChannel Partner/ Reseller/ DistributorApproved Polyflor installer for commercial vinyl flooring including safety flooring, homogeneous vinyl floors, sports flooring, acoustic flooring, and luxury vinyl tiles
• GerflorcoreChannel Partner/ Reseller/ DistributorApproved Gerflor installer supplying vinyl flooring for contract, sport, transport and residential uses including Mipolam, Tarasafe, Taraflex, and LVT decorative tiles
• Marley-TarkettcoreChannel Partner/ Reseller/ DistributorApproved Marley (Tarkett) installer providing Intelligent Flooring Solutions including vinyl, linoleum, wood floorcoverings, and safety flooring products
• Brintons CarpetscoreChannel Partner/ Reseller/ DistributorApproved Brintons installer for woven carpets, with over 200 years of experience weaving carpets in Kidderminster, including Woodward Grosvenor ranges
• Heuga (FLOR by Heuga)coreChannel Partner/ Reseller/ DistributorApproved Heuga installer for modular soft flooring suitable for residential and commercial use, now part of Interface brand
• InterfacecoreChannel Partner/ Reseller/ DistributorApproved Interface installer for modular carpet tiles with diverse ranges of colours, textures and patterns for commercial and residential settings
• Kosset CarpetscoreChannel Partner/ Reseller/ DistributorApproved Kosset installer for contemporary and fashionable carpets at excellent value, selling carpets since 1954
• MillikencoreChannel Partner/ Reseller/ DistributorApproved Milliken installer for high-performance modular carpet including premium cut pile fusion bonded products, Essentials Collection, and Discovery patterns from Wigan facility

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Milliken: Global modular carpet manufacturer with a UK Wigan facility producing premium cut pile and loop tile ranges. Comparable to WD Flooring's commercial modular carpet tile installation business, though Milliken operates at manufacturer scale and specification level.
• Karndean Designflooring: UK-based global LVT manufacturer whose products WD Flooring installs. Comparable as a major UK flooring brand serving overlapping commercial and residential customers, though operating at the manufacturing rather than installation level.
• Tarkett: Global flooring manufacturer encompassing vinyl, linoleum, wood and sports surfaces (parent of Marley). Comparable to WD Flooring as a major brand whose products are installed across UK commercial and residential projects, though at scale and manufacturer level.
• Altro: UK safety flooring manufacturer (Altro Atlas, Classic, Designer 25) for healthcare, education and commercial kitchens. Comparable to WD Flooring's safety flooring service line, though Altro operates at the manufacturing and specification level rather than installation.
• Interface: Global modular carpet tile manufacturer whose products WD Flooring installs (InterfaceFLOR). Comparable as a major commercial flooring brand addressing offices, healthcare and education with overlapping end customers, but at scale and manufacturer-level rather than installer.
• Brintons: UK woven carpet manufacturer with over 200 years of heritage in Kidderminster. Comparable to WD Flooring's commercial carpet installation service, though Brintons is an established British manufacturer with global commercial specification rather than an installation contractor.
• Polyflor: UK commercial vinyl flooring manufacturer (safety, homogeneous, LVT, ESD, rubber). Comparable to WD Flooring's commercial vinyl installation offering, though Polyflor is a major manufacturer with its own commercial specification and contracting operations.

Direct peers

• Tapi Carpets: A UK flooring retailer offering carpets, vinyl, LVT and wood with in-house measuring and fitting services. Comparable to WD Flooring as a vertically integrated supply-and-installation flooring provider serving UK consumers and trade.
• Carpetright: UK high-street flooring retailer offering carpets, vinyl, laminate and rugs with fitting services. Directly comparable as a UK-wide residential flooring supply-and-installation business, though substantially larger.
• Topps Tiles: The UK's largest specialist tile and flooring retailer with a national trade counter network. Directly comparable as a UK flooring supply-and-installation business targeting both retail and trade customers across multiple product categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wd-flooring

Revenue estimate

Valuation estimate

Number of profiles

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 WD Flooring