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.