Flooring Superstore

Flooring Superstore, online flooring retailer in the UK

Flooring Superstore presents itself as a British retailer specialising in the sale of flooring, with a business focused on the online channel and a range covering both indoor and outdoor products. The company distributes its catalogue through its website and complements sales with an installation service and a network of physical stores that can be located via a store finder.

Product categories in the catalogue

The catalogue is organised into several families of flooring and coverings. These include laminate, natural wood — in engineered and solid versions —, LVT (luxury vinyl tile), carpets, vinyl, the own-brand EvoCore range and tiles. The company also sells outdoor solutions such as artificial grass, composite decking and outdoor tiles.

Within each family, the website allows filtering by multiple criteria, which gives an idea of the breadth of the range:

• Laminate: by colour (natural, white, brown, golden, grey), shade (light, medium, dark), type (oak, stone), features (underfloor heating suitable, waterproof, water resistant), style (herringbone, parquet, wood effect, Versailles) and room (living room, bedroom, hallway, stairs, kitchen).
• Wood: by type (engineered, solid), colour, shade, style (chevron, herringbone, parquet, Versailles, plank), finish (lacquered, oiled, unfinished) and room.
• LVT: by colour (natural, white, beige, black, brown, cream, grey), type (oak, stone), features (scratch resistant, waterproof), style (chevron, herringbone, marble, parquet, wood effect) and room (kitchen, bathroom).
• Carpets: by colour (beige, black, blue, brown, cream, green, grey, pink, red), material (polypropylene, polyester), features (durable, stain resistant, super soft), style (flecked, herringbone, patterned, textured), pile type (loop, saxony, twist), backing (felt, action back, woven) and room (living room, bedroom, stairs, dining room, conservatory).
• Vinyl: by colour (beige, black, blue, brown, cream, grey, white), features (textured, waterproof), style (herringbone, parquet, wood effect) and room (living room, bedroom, hallway, stairs, kitchen, bathroom, conservatory).
• EvoCore: by colour (brown, grey, natural), shade (light, medium, dark), type (oak, stone), features (extra durable, hardwearing, real wood feel, underfloor heating suitable, waterproof, pet friendly), style (herringbone, parquet, stone and tile, wood effect) and room (living room, bedroom, hallway, dining room, kitchen, bathroom).
• Tiles: by colour (beige, black, blue, brown, charcoal, green, grey, orange, white), material (porcelain, ceramic), shape (plank, rectangle, square, hexagon, mosaic), features (outdoor, waterproof, wall, wall and floor, floor), style (marble, mosaic, patterned, wood effect, Versailles, onyx, concrete, decorative, slate, panel, metro) and room (living room, bedroom, hallway, utility room, kitchen, bathroom, conservatory).

Accessories and add-ons

The range is completed by an accessories section organised by flooring type and alphabetically. It includes adhesives, cleaning products, door bars, wood finishing oils, carpet gripper rods, LVT trims, profiles, floor protectors, radiator rings, rugs, skirting boards, scotia, tools, underlay and insulation, and underfloor heating systems. Accessories are also grouped according to their use with carpet, vinyl, EvoCore, wood and laminate, or artificial grass.

Services: free samples, installation and customer service

The company offers free samples of its products, an installation service and the option to book an appointment. It has a store finder to locate the nearest store and a customer service team with its own opening hours, separate from the store's general hours. The delivery team has specific hours, different from those for customer service.

Promotions in place at the time of analysis

The site showed a promotion with an extra 15% off plus 10% off using code EXTRADOUBLE, with an indicated end date. There were also sales and offers sections, with areas such as WOW Deals and Price Drops, and a specific category of flooring on offer covering laminate, EvoCore, engineered wood and solid wood.