Growth Stories

Growth Stories


It’s hard to believe that Flooring Superstore has only been around as a brand since 2013 and didn’t have a retail outlet in existence until 2017, such is the impact founders Dan Foskett (CEO) and Michael Roy (COO) have had on the UK home interiors and improvement market, and the rapid growth they have achieved.

Schoolfriends Dan and Michael were already successful e-commerce entrepreneurs before they founded Connection Retail, the business behind Flooring Superstore (and Direct Wood Flooring and Grass Direct brands). It was the support and partnership of another entrepreneur, Jason Maguire, who was already operating in the flooring sector, and the identification of a potential market opportunity for a new e-commerce business in the sector, that led them to launching their new venture.

Then, after scaling the e-commerce business to an impressive £18m turnover in just five years, three significant things happened: first, ongoing logistics challenges led Dan and Michael to establish their own distribution infrastructure; and second, the team identified an opportunity to grow and complement its e-commerce operation by trialling bricks-and-mortar retail. Both have proved to be game changers.

And two years later, the third significant thing happened when Dan and Michael were approached by Alex at Growth Partner despite not feeling that they needed a third-party investor. But what they soon realised was that Growth Partner is not a typical investor…

We love Flooring Superstore because…

Dan and Michael are committed to growing their business, but they won’t compromise on their values. As important to them as their commercial success is maintaining their core purpose – to improve customers’ homes and build a progressive workplace.

Flooring Superstore’s mission is…

To improve customers’ homes and build a progressive and successful workplace, so they can have a positive impact on people and the planet.

Looking ahead…

As we come to the end of 2022 Flooring Superstore is now a £55m-plus turnover brand with 40+ retail stores around the UK (there were 18 when Growth Partner invested). The founders have a strategy for significant growth and an aspiration to establish Flooring Superstore as the UK’s number one flooring retailer.

Their own well-established logistics infrastructure and strong hybrid ‘clicks and bricks’ retail model provide an incredibly robust foundation for growth. Plans are in pace to continue the retail roll-out and grow the store footprint to 100+ whilst adding new services to improve the end-to-end customer journey such as measure and install services, working closely with their growing network of expert trade fitters. Their goal to be the recognised market number one flooring brand is well within reach.

“If Growth Partner wants to talk to you then you must be doing something right because they do their research. And, if they want to talk to you, take the call. It will be one of the best decisions you make in business. When Growth Partner first approached us, we weren’t looking for investment but the more we understood about the way they operate and the level of experience and strategic advice that they could bring to our business it soon turned into a very exciting opportunity.  The Growth Partner team has given us a lot of confidence around the future growth of the business, simply because having someone with experience backing your ideas is a strong encouragement to follow your instincts. There is a lot to be said for having someone in your corner, reminding you that you’re on the right path and giving you the freedom and the runway to fulfil your potential.”
Dan Foskett, Co-founder of Flooring Superstore
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