When we ask our customer why they choose us, the answer more often than not is ‘because of our people’. It is the fact we go the extra mile on service, have a passion for the products we sell, and have a high level of industry expertise, that makes us their flooring supplier of choice.

Our passion
for service

It is not just our passion for flooring and expert attention to detail that makes us a good partner for your interior design project.

We understand project limitations and timescales. We make ordering samples simpler and getting decisions faster. We focus all our attention on providing you with the perfect canvas to meet your aspirations within your budget.

We don’t want to offer you designs that are out of the box and impractical; we offer a range of popular designs that will stand the test of time and are immediately available. In short, we provide inspiration, exceptional value and an unparalleled personal service within our field of expertise.

Creative thinking inside the box from Duraflor.

Our knowledge and expertise

Our knowledge of flooring goes much deeper than choosing the best flooring range for your budget, we pride ourselves on the fact that our staff understand the limitations of different environments and can assist with product decisions beyond the floor coverings themselves.

We guide you through a project from start to finish, and are always available to provide additional advice once the floor has been laid. Read OUR STORY (below) and learn about our FLORSUPPORT Service, to understand how we are able to make your projects so much easier.

OUR STORY

The story began in 1973 when cork tiles were in vogue, and our founder Richard Smerdon, first started working in the Cork Tile Industry.

He then moved into Carpet Tiles in the early days of carpet tiles. These were becoming a popular commercial alternative to rolls of sheet carpet, which had been the norm. Our founder saw the need for customer support and service in the flooring industry as a whole, with better technical advice on products, and services that enabled projects to be delivered within time and
site constraints. So in 1985 he set up his own distribution company to service the sector better than ever before.

This business grew, his sons and other family members joined the business and by 2000 the Duraflor brand was established.

Continued hard work and dedication saw significant growth, and in 2012 a specialist carpet tile company CTS in Leeds was purchased, which enabled Duraflor to grow into a national entity with showrooms in London and Leeds and strategically placed warehouses in the UK.

We remain a family-run business, now under second generation management, and we remain true to the core values at our inception – Customer Dedication, Friendliness and Trust.