UK Flooring Direct

About UK Flooring Direct

UK Flooring Direct operates as the largest online flooring retailer in the UK, providing a wide array of flooring products to both retail and trade customers. The company was founded in 2004 by Jason Ashby, who started his career as a flooring installer at age 16 before opening his first retail store. Identifying the trend towards online shopping, Ashby launched the e-commerce business in 2005 with an initial investment of £500, which included £299 for the first website.

The business model is primarily direct-to-consumer via its e-commerce platform, which eliminates many overhead costs associated with traditional retail. This allows the company to offer competitive pricing on its products. The company's product range includes over 1,000 options such as solid wood, engineered wood, laminate, and luxury vinyl tile (LVT) flooring. In addition to flooring, the company also sells accessories like underlays, trims, and installation tools. The business serves customers across the UK from its base in Coventry, which includes a warehouse and a physical showroom. To enhance the customer experience, UK Flooring Direct offers free, extra-large samples delivered to customers' homes and a digital room visualizer tool.

The company experienced rapid growth, reaching £9 million in sales by its fifth year and £50 million in annual sales by 2020. In November 2020, UK Flooring Direct received an £8 million investment from BGF to expand its product categories and increase market share. In July 2023, the business was acquired by Keswick Flooring, a subsidiary of Nestware Holdings, which also owns Carpetright. This acquisition was part of a pre-pack deal that secured the future of the business and protected 85 jobs.