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The UK's No.1 Flooring Industry Report
Across 233 UK flooring brands, organic search visibility fell 28.00% between July 2025 and July 2026. Inside the top 100, aggregate monthly visibility went from 3,249,051 points to 2,391,032, a loss of 858,019 points or 26.41%.
Five domains distort that headline and none of them belong in a like-for-like read. poltronesofa.co.uk fell from 301,234 to 21,052 (-93.01%) with zero reviews logged and a review score of 0.00, which is what a missing data feed looks like; it also sells sofas and furniture, so it was mis-scoped into a flooring index from the start. tilewarehouse.co.uk fell 98.42% and flooringvillage.co.uk fell 86.74%. leaderfloors.co.uk and flooring.uk.com both finished on a residual value of 10, which is what you see when a domain has been de-indexed or redirected away. Between them those five removed 412,933 visibility points, and poltronesofa on its own accounts for 32.65% of the entire top-100 net loss.
Strip all five out and the top 100 still falls from 2,947,817 to 2,369,980: 577,837 points, or 19.60%. The contraction holds without them, so every figure in this report is measured on the ex-artifact basis.
Of the top 100, 41 brands grew and 59 shrank. The 41 gainers added 161,185 points between them. The 58 losers outside the exclusion set gave up 739,022. Growth replaced 21.81% of what was lost, so for every point a rising brand won, the declining brands gave up roughly four and a half.
| Measure | July 2025 | July 2026 | Change |
|---|---|---|---|
| Top 100 aggregate visibility | 3,249,051 | 2,391,032 | -26.41% |
| Top 100, five artifacts removed | 2,947,817 | 2,369,980 | -19.60% |
| Sector visibility, 233 brands | – | – | -28.00% |
| Points added by 41 gainers | – | – | +161,185 |
| Points lost by 58 losers | – | – | -739,022 |
Carpet Warehouse ends the 12 months as the strongest performer in the index, moving from 58,714 to 75,627 monthly visibility points, up 28.81% and up nine places into rank 5. Royale Stones grew fastest among the brands with real scale behind them, nearly doubling from 15,260 to 29,471 (+93.13%) and climbing 15 places to rank 22.
On percentage growth, Carpets Online (+585.70%) and Renovate Direct (+578.37%) top the index. They added 5,652 and 6,044 points off baselines of 965 and 1,045, which is genuine growth on a small footprint and reversible by a single algorithm update or one competitor building out the same category pages. On absolute points, Carpet Warehouse wins with +16,913 on comparatively modest percentage growth of 28.81%.
Switching lens also hides a group of losers. Tapi fell 22.29%, which beats the sector average by 5.71 percentage points and would read as outperformance in a board pack. It is also -111,021 points, the largest absolute decline of any brand that beat the market. Karndean beat the market by 11.56pp and lost 14,300 points. Factory Direct Flooring beat it by 15.55pp and lost 10,122. Tile Mountain beat it by 23.48pp and still gave up 5,127. Any brand reporting search performance internally should show percentage change and absolute visibility points side by side, with the sector average next to both.
| Brand | Visibility Change | Vs -28% Sector | Points Lost |
|---|---|---|---|
| Tapi | -22.29% | +5.71pp | -111,021 |
| Karndean | -16.44% | +11.56pp | -14,300 |
| Factory Direct Flooring | -12.45% | +15.55pp | -10,122 |
| Woodfloor Warehouse | -22.26% | +5.74pp | -9,628 |
| Flooring Supplies | -20.29% | +7.71pp | -8,391 |
| Tile Mountain | -4.52% | +23.48pp | -5,127 |
Excluding the artifacts, the top five brands held 43.58% of top-100 aggregate visibility in July 2025 and 35.93% in July 2026, a fall of 7.65 percentage points. The top ten fell from 59.55% to 50.92%, down 8.63pp. Ranks 51 to 100 grew their share from 8.35% to 9.22%. In point terms, ranks 1-50 declined 20.36% against 11.25% for ranks 51-100, so the leading group fell almost twice as fast as the rest of the table.
The 13 non-artifact domains that entered the period above 50,000 visibility points lost a net 584,897 points between them, which is 101.22% of the entire ex-artifact net decline. The other 86 brands were collectively net positive by 7,060 points. That second figure is worth sitting with: 86 brands added a net 7,060 points to a market of 2,369,980. Ranks 51 to 100 gained share because the head of the table shrank, not because the tail grew into anything.
One counter-signal sits inside that picture. Tapi now accounts for 16.19% of all top-100 visibility, up from 15.33% a year ago. The leading group is smaller than it was and more dependent on a single domain within it.
Rank movement follows the same split. The largest jumps happened at the bottom of the table, where a few thousand points move a brand a long way: Renovate Direct and Carpets Online both climbed 78 places, to ranks 55 and 56, and Frankly Flooring climbed 47 places to rank 98. The moves that change competitive share are higher up: Stories Flooring +19 to rank 27, Royale Stones +15 to rank 22, Woodpecker Flooring +15 to rank 35, Best 4 Flooring +11 to rank 16, Carpet Warehouse +9 to rank 5. Direct Wood Flooring fell seven places to rank 17 and out of the top ten.
| Rank Band | July 2025 Share | July 2026 Share | Change |
|---|---|---|---|
| Top 5 brands | 43.58% | 35.93% | -7.65pp |
| Top 10 brands | 59.55% | 50.92% | -8.63pp |
| Ranks 51-100 | 8.35% | 9.22% | +0.87pp |
| Tapi alone | 15.33% | 16.19% | +0.86pp |
These two brands make the clearest comparison in the data. Topps Tiles ranks first in the index on Brand Reach Score, takes 165,000 branded searches a month, scores 175.763 on owned social reach (4th of 50 measured brands) and holds 6,533 reviews at 4.3 stars. It fell 53.66% and gave up 224,981 visibility points, the largest genuine decline in the index. Carpet Warehouse ranks 27th on Brand Reach Score with 9,900 branded searches a month, sits 46th of 50 on social score at 9.807, and holds 4,757 reviews at 4.3. It grew 28.81% and added 16,913 points.
Topps Tiles carries 16.67 times the branded demand and 17.92 times the social reach of Carpet Warehouse, and lost 13.30 times more visibility than Carpet Warehouse gained. Branded search volume, owned social reach and review banks did not hold ranking positions on non-branded terms across these 12 months.
Stable growth also added more than the spikes did. Five brands with baselines above 20,000 grew and between them added 43,229 points, which is 26.82% of every gain recorded in the top 100. Seven brands growing above 100% from baselines under 3,000 added 30,134 points, or 18.70%. The five out-added the seven by 43.46%. Royale Stones and Stories Flooring managed both at once, adding 26,307 points on baselines of 15,260 and 11,351 with growth of 93.13% and 106.56%.
| Measure | Topps Tiles | Carpet Warehouse |
|---|---|---|
| Brand Reach Score rank | 1 | 27 |
| Branded searches a month | 165,000 | 9,900 |
| Owned social score | 175.763 (4th of 50) | 9.807 (46th of 50) |
| Reviews and rating | 6,533 at 4.3 | 4,757 at 4.3 |
| Visibility change | -53.66% | +28.81% |
| Points moved | -224,981 | +16,913 |
Topps Tiles takes 165,000 branded searches a month and fell 53.66%. Carpet Right takes 135,000 and fell 41.79%, while carrying two reviews at 3.4 stars. Flooring Superstore (27,100 branded searches) fell 43.30%, Online Carpets (27,100) fell 33.33%, UK Flooring Direct (22,200) fell 29.18%, Direct Wood Flooring (12,100) fell 58.88% and Amtico (9,900) fell 29.49%. Across the ten brands with the largest branded search volume in the index, not one grew.
These brands still capture the people who search for them by name. What they have given up is ranking position on generic category terms, the searches where a shopper picks a retailer before they have one in mind: engineered wood flooring, LVT, carpet fitting costs, herringbone parquet.
Branded search volume tells you people know the name. It says nothing about whether category pages rank for grey LVT flooring, or whether product detail pages get cited in AI Overviews. Those are separate pieces of work with separate owners, and the audit is worth running before any brand in this sector signs off more above-the-line spend.
| Brand | Branded Searches/mo | Visibility Change |
|---|---|---|
| Topps Tiles | 165,000 | -53.66% |
| Carpet Right | 135,000 | -41.79% |
| Flooring Superstore | 27,100 | -43.30% |
| Online Carpets | 27,100 | -33.33% |
| UK Flooring Direct | 22,200 | -29.18% |
| Direct Wood Flooring | 12,100 | -58.88% |
| Amtico | 9,900 | -29.49% |
Burts has 10 branded searches a month, the lowest figure in the index, and grew 31.25%. Urbane Living has 480 and grew 162.18%. Bricoflor has 480 and grew 58.36%, Pro Tek Flooring 480 and 29.65%, Best at Flooring 720 and 42.14%, Flooring Surgeons 880 and 431.30%, Natural Wood Floor 880 and 36.15%, Best 4 Flooring 880 and 23.57%.
Catalogue depth and specification-level content are doing the discovery work brand recall used to do for these eight: wider SKU coverage on category pages, product detail pages that answer wear rating, plank thickness, underlay compatibility and room suitability, schema markup that lets those answers be quoted, and internal linking that gets a crawler from a broad category page to a specific product in two clicks. That is margin-positive while it holds, because unbranded traffic costs less to win than a brand campaign. It also carries a retention risk, because none of these eight has branded demand to fall back on if the SERP changes again. Flooring Surgeons grew 431.30% from 880 branded searches a month and added 9,260 points doing it.
Ranks 51 to 100 increased their share of visibility while ranks 1-50 declined 20.36%. Renovate Direct, Carpets Online, Flooring Surgeons, One Step Beyond Flooring and JR Flooring Direct each climbed more than 40 places. Any of them turning up in the SERP alongside an established retailer is worth an hour spent on which of their pages rank and what those pages contain.
| Brand | Branded Searches/mo | Visibility Growth |
|---|---|---|
| Flooring Surgeons | 880 | +431.30% |
| Urbane Living | 480 | +162.18% |
| Bricoflor | 480 | +58.36% |
| Best at Flooring | 720 | +42.14% |
| Natural Wood Floor | 880 | +36.15% |
| Burts | 10 | +31.25% |
| Pro Tek Flooring | 480 | +29.65% |
| Best 4 Flooring | 880 | +23.57% |
Five brands with baselines above 20,000 visibility points grew and added 43,229 points between them, which is 26.82% of every gain recorded in the top 100. Carpet Warehouse went from 58,714 to 75,627 (+28.81%), Walls and Floors from 54,041 to 61,830 (+14.41%), Vinyl Flooring UK from 48,102 to 53,000 (+10.18%), Discount Flooring Depot from 36,226 to 43,279 (+19.47%) and Best 4 Flooring from 27,903 to 34,479 (+23.57%).
These five look similar in construction. Carpet Warehouse runs a price ladder with a sample funnel attached: carpets from £4.99m², vinyl from £6.25m², laminate from £12.99m², LVT from £13.99m², four free samples inside 48 working hours, free delivery over £299 and its own van fleet. Vinyl Flooring UK carries over 1,000 designs from £8 to £84.49m², including custom-print vinyl for commercial jobs. Discount Flooring Depot lists 400-plus products, Berry Alloc and Balterio alongside its own ranges, from £8.99m² with free samples on everything. Walls and Floors, in Kettering since 1987, holds the sector’s second-largest review bank at 45,579 reviews and 4.8 stars.
Measure non-brand visibility earned per unit of branded demand and the separation is stark. Tapi earns 21.39 points per monthly branded search, Vinyl Flooring UK 12.05, Carpet Warehouse 7.64, Tile Mountain 2.67, Topps Tiles 1.18 and Carpet Right 0.55. Percentage growth from a base of 965 monthly points reads well in a deck and moves very little share, so weight stable growth over spikes when you set next year’s targets.
| Brand | July 2025 | July 2026 | Change |
|---|---|---|---|
| Carpet Warehouse | 58,714 | 75,627 | +28.81% |
| Walls and Floors | 54,041 | 61,830 | +14.41% |
| Vinyl Flooring UK | 48,102 | 53,000 | +10.18% |
| Discount Flooring Depot | 36,226 | 43,279 | +19.47% |
| Best 4 Flooring | 27,903 | 34,479 | +23.57% |
The advice that usually follows a report like this one is to build authority with digital PR and let links, reviews and reputation compound into visibility. Over this period all three tables point the other way. The 10 most-linked brands averaged -11.70% with 1 of 10 growing, while the 10 least-linked averaged +42.23% with 8 of 10 growing. The eight brands holding 10,000 or more reviews averaged -22.52%, and only one of them grew. By owned social score, the top 10 posted a median of -13.01% against the bottom 10 at +14.54%.
Referring domains, review counts and follower numbers all accumulate with age and size. In a period where size predicts the direction of travel, every variable that correlates with size will appear to move against visibility. These are three views of one fact, and reading them as three independent findings is how a plan to fix authority gets written.
Karndean is the individual case worth understanding rather than averaging away. It sits first in the sector on referring domains and lost 14,300 points (-16.44%). Its site is built to route people outward: a Find a Retailer tool, six free samples, and retail partners who offer a measure, quote and fitting service alongside a buy-online option. Coverage earned by a design brand that sells through fitters was never going to move a retailer’s category pages for grey oak LVT. The same holds across the manufacturer side, where only 2 of 14 brands grew. Amtico fell 19,742 points (-29.49%). Quick-Step, first of 50 on owned social score at 282.356, fell 4,214 points (-9.57%).
| Cohort | Average Visibility Change | Brands Growing |
|---|---|---|
| 10 most-linked brands | -11.70% | 1 of 10 |
| 10 least-linked brands | +42.23% | 8 of 10 |
| Brands with 10,000+ reviews | -22.52% | 1 of 8 |
| Top 10 owned social score | -13.01% median | – |
| Bottom 10 owned social score | +14.54% median | – |
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