In each issue, we ask a flooring industry professional 10 Questions. This month, we chatted to David Cormack, marketing director of Cormar Carpet Co.


Q1


My first job was as a trainee insurance broker. I had to wear a suit every day, take the tube and go into the city to Lloyds Bank in London. It was as dull as dishwater so I think I lasted about four months there.


Q2 Q3


Q4 Q5


How did you get into the industry?


You could argue that I have always been in the flooring industry because of my father, who was forever talking about carpets. I was constantly in the mill, working there each summer, but I officially began my career at Cormar when I was 22.


What has been your proudest moment? It’s hard to choose one defining moment. I’m


proud of the business because over the last thirty years we have won more than fifty industry awards which is pretty amazing, especially as they are voted by consumers, as well as various buying groups. I’m therefore deeply honoured, because it’s a true testament to the hard work that our people put into the brand every year.


If you could hire one person to be in your team, who would you choose and why?


I’d hire Julia Roberts because she has one of the most amazing smiles and in business you really need cheery people to instil optimism and enthusiasm.


What’s the best advice you could give to someone coming into the industry?


You need to understand what it is that retailers and consumers require from their flooring – it’s not exactly rocket science, but listening to people is really important. I’ll always remember a chap who was a manager here when I first started. He said: “Always credit people with having more intelligence than you think they might have.” His advice taught me not to judge a book by its cover.


Q6


If you could be one character/person from film or television, who would you


be and why? I’d be Rick Stein as I love travelling and food so having the ability to combine both would be fantastic, although I may not wish to do all the cooking myself! Roaming around, tasting other people’s creations would be far more fun.


48 | 10 QUESTIONS


10 QUESTIONS WITH… Q7


What was your first job?


Q8 Q9


What do you think the future holds flooring design?


I believe that mixed flooring is here to stay. We have found that homeowners tend to choose both carpet and hard flooring for their renovations and refurbishments. As such, I think it is highly unlikely that one type will dominate the other in future, particularly when consumers value the attributes of both.


If you weren’t in flooring what career would you choose?


I’d probably be a restaurant owner, as I am a keen cook and appreciate exceptional design, but I can be a bit fussy. I also like the fact that proprietors and chefs can change their menus and surroundings quite quickly too, therefore keeping their business fresh and dynamic.


Q10


Frank Hobbs, Commercial Business Development manager at Distinctive


Flooring, asked: What’s the best commercial decision you’ve made? The best commercial decision I’ve made would be launching Cormar’s Sensations range back in 2012. Raw material prices increased dramatically worldwide in 2011-12 and we were not selling a high quantity of wool carpet. Subsequently we had to have four price increases in just one year.


At the time, we were developing a synthetic yarn which was softer than any other polypropylene carpet on the market. Previously, polypropylene had been considered a less expensive alternative, but we produced Sensation as a much more luxurious carpet, and customers absolutely loved it.


www.cormarcarpets.co.uk


What do you think are the positive and negative aspects of the flooring trade?


From a retail perspective, it’s no mean feat that the retail trade has managed to survive, expand and combat all of the economic changes that have happened in the UK. With increasing business rents on the high street, retailers have moved out of town, embraced alternative flooring, and expanded their product portfolio by selling other goods like beds and furniture. They have also been able to make important decisions quickly. However, some retailers have been slow to embrace the internet, which is a real shame, as the digital world can provide lucrative opportunities.


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