Connection Retail Ltd, the parent company of Flooring Superstore, Direct Wood Flooring and Grass Direct, has recently invested £20,000 expanding the ranges at its Birtley-based store. The gamble seems to be paying off as month one sales sees a 12 per cent rise, thanks to the strength of the Flooring Superstore brand.

Changing their strategy from purely e-commerce, Birtley marked their first-ever physical store back in 2017.

Initially opening with just the Direct Wood Flooring and Grass Direct brands, the company have now re-visited the 6,000 square foot store on the Portobello Trade Park, to add Flooring Superstore.

Adding carpets and vinyls to the forefront of their already impressive range of wood flooring, luxury vinyl tiles and laminate flooring, means the store can now offer a one-stop-shop for all your flooring needs.

Peter Docherty, Manager of the Birtley store, said: “It’s great to see such impressive results in such a short space of time. We knew the demand was there for our Flooring Superstore products and it’s great to see the support of the local people, welcoming the brand to the North East. We’re excited for what the future holds.”

Connection Retail has a current annual turnover of £28 million, and this is predicted to rise to £35 million next year, reflecting the company’s investment in eleven ‘bricks and mortar’ stores over the past year.

Connection Retail Managing Director, Dan Foskett, said: “We have experienced outstanding growth over the past 12 months and are delighted to be re-visiting our home region to expand our Birtley store - back where it all started.”


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