Floor fitter Jason Ashby founded UK Flooring Direct in 2004 when he believed there was a gap in the market for an online flooring retailer. Wood products are sourced from certified sustainable suppliers, mainly in eastern Europe and China. After a tough start to 2009, the Warwickshire-based company switched to sending out free samples on request and launched a new, more user-friendly website featuring a virtual showroom to showcase its products. Along with investment in search-engine optimisation, these initiatives have helped sales to grow 101% a year, from £735,000 in 2007 to £6m in 2010.
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