Page 10 - CFJ_DistSupp25

Distribution round-up

FLOORWISE
Can you start by telling us to capitalise on this perception frequent orders, or greater
a little about your company of comfort and support, and interest in sustainable products?
and how long you’ve been this is something retailers can The independent market still
operating as a distributor within use to upsell from lower grade seems buoyant, more likely
the flooring sector? products. because we’re well placed to

Floorwise is a unique set-up in adapt to changing customer
the world of distribution, serving How has business performance needs across our product
the market through a network been over the past 12 months? portfolio. The internet has
of independent distributors. Have you noticed any particular
RICHARD BAILEY Covering the UK, Ireland and areas of growth or challenge? certainly had an impact, and
Managing director, Business through our we all have to adapt to that,
Flooring Supplies UK.com now into Europe, our distributors but when it comes to a tactile,
are shareholders of Floorwise independent distributors has

Group. Their closeness to market been strong throughout 2025 expensive purchase like a floor

influences product development, and although the market is covering, consumers still like to
meaning we bring the retail quite sluggish at the moment, see (and touch) what they’re
and commercial markets the purchases have increased nicely buying.
products they’re asking for. Best- across most product groups. That said, some of our
selling products like Diamond A lot of this can be put down distributors are serving their
Gripper, our Feel the Difference to us developing lines that trade customers with ordering
underlays, F599 Heavy Duty the market wants and needs, through websites. For those

Spray Adhesive, Reflections alongside distributors doing customers that know what they

profiles and the Pro-Screed what they do best – giving their need to complete the job, it can
range are all results of this customers the best possible be a great way for distributors to
unique position. service levels. offer a flexible service – it’s been

We’ve been doing things this With the new government a successful venture for those
way for more than 40 years and in place, have you seen any that have taken the plunge.

as a not-for-profit organisation, effects on business confidence,

we deliver installation solutions investment decisions, or trading Sustainability continues to play
that let our independent conditions? a pivotal role across the supply
distributors offer great value and Of course, with increased chain. How is your business
compete in a market dominated overheads comes a strain on advancing its environmental
by large PLCs. profitability, but we’ve learnt practices or meeting customer

over many years that buying expectations in this area?

What types of flooring the cheapest materials isn’t
products and brands do you the answer to this. Instead, Our underlays use pre- and post-
currently distribute, and have buying great quality, well priced consumer recycled materials and

you diversified your portfolio products deliver the value the recyclable packaging, so we’re

to reflect recent shifts in the market needs. Profitability can off to a great start in many ways.

market? affect investment decisions, but However, the industry and the
We develop everything you we do what’s needed to keep country still have a long way to
could need to start and finish up with product development go at end of life. As a nation, we

a fantastic floor, other than or evolving lines, so that we need to do better to make sure
the floor itself. From primers, continue to deliver exceptional products that have materials

levellers and adhesives to value to the market. which can be recycled actually

grippers, underlay, profiles, Certainly, trading conditions are. Today, the infrastructure is
nosings, entrance matting and are tough with some seemingly sadly lacking.

tools, the floorwise portfolio ‘giving away’ products at below However, some of our
ensures that contractors and cost to turn stock into cash. The distributors are already changing
retailers can maximise value problem with that it becomes a that by individual effort, such as
throughout the entire installation. self-inflicted race to the bottom, becoming involved in recycling

Recently, we’ve introduced and the quality of products schemes for vinyl flooring.

a new premium underlay, ultimately suffers. You could say They have industrial bins at

Lumiere, that’s designed to fill that it’s a buyer’s market, but
the gap between our current ready access and continuity of their depot so installers and
premium polyurethane (PU) quality products at reasonable contractors can drop-off their
foam underlay and the luxury prices over the long-term is just offcuts for recycling through

Feel the Difference range. It’s as important, perhaps more so schemes like Recofloor. It’s a
made using a hand-sorted blend for our customers. positive move that’s helping to
of pre-consumer recycled PU move the needle.
foam and memory foam to give Have there been any noticeable
the best of both materials. This is changes in buying behaviour — 01509 673974

the first time we’ve incorporated for instance, increased online wiseup@floorwise.co.uk

memory foam into an underlay engagement, smaller but more www.floorwise.co.uk
10 Distribution Supplement www.contractflooringjournal.co.uk
December 2025 @CFJMagazine