Our Spotlight falls on Victoria Carpets which is celebrating its 125th anniversary this year by incorporating Distinctive Flooring into a joint product portfolio.

Victoria Carpets is starting off its 125th year by welcoming Distinctive Flooring to the family under a new division branded Victoria Design Floors.

After a strategic review by parent company, Victoria PLC, it was realised that the business objectives for Victoria Carpets and Distinctive Flooring were the same, and that joining the two together would help strengthen their combined business proposition, providing a better product and service offering for the retailer.

This exciting move will see the joining of forces for all business operations, including sales and marketing, customer services and finance, which will reside within Victoria Carpets, based in Kidderminster, Worcestershire. With a joint product portfolio, a great synergy is promised as the businesses come together to offer award-winning styles in both carpet and LVT.

James Caldwell, sales director for Victoria Carpets and Distinctive Flooring said: “This is such an exciting time for us, this year Victoria Carpets will be launching nine new product ranges into the market along with a new look and feel to really revive and freshen up the complete Victoria Carpets offer. Add into that an increased sales team and a strong LVT offer and Victoria Carpets and Design Floors really have something to shout about!”

“We’ll be updating a number of our top selling ranges this year including Royal Velvet, Habberley and Tudor Twist and adding new products by extending our popular EasiCare Heartlands range with a subtle Heathers collection. Brand new for 2020 will be Luxuria Velvet, a range of nylon 6.6 velvet carpets in a suite of 36 on-trend colours. This is a really special range that will certainly give any room in a home a touch of elegance.”

To complement the carpet offering, the new Victoria Design Floors division will house both the Distinctive and Universal LVT brands. Offering 0.3mm, 0.55mm and 0.7mm products, the robust portfolio and exceptional designs provide retailers with options at every level. Last year, Distinctive refreshed their range by introducing 104 new SKU’s which have been exceptionally received by the market. Part of this new offer is decorative tile collection Tapestry which will be instore from spring 2020.

In addition to the increased product portfolio, the UK sales team now consists of 13 dedicated area sales managers in the mainland UK who will represent both Victoria Carpets and Victoria Design Floors brands exclusively and will continue to provide excellent customer service going forward. To support the ASM’s and retailers the company has also announced the promotion of Mark Paice to field sales manager. Mark has a wealth of knowledge within the flooring trade and has been with Victoria for a number of years. Reporting to James Caldwell, Mark’s main role with be to support the team, drive sales and assist in day to day customer business.


“We now have a fantastic product offer, supported by a national sales team, extensive point of sale supported via our inhouse merchandisers, dedicated marketing support and the ability to help our retailers add value and grow their businesses. Both Victoria Carpets and Victoria Design Floors are now in the best position to offer a fantastic collection of both carpet and LVT to today’s consumer market.”

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