In 1998, the tsunami that was smooth flooring hit the UK carpet industry. Carpet, the once dominant flooring of choice in UK homes, was facing a major challenge. To combat this, two visionaries, Mike Mills of Ulster and Michael Brinton of Brintons, put their heads together and devised a plan to fight back. The Carpet Foundation was born.
UK manufacturers lined up to get behind this initiative and a war chest of over £1.5 million was amassed to promote carpet generically to consumers. A massive national consumer advertising campaign was launched and the journey began. After a couple of years, it became apparent that to induce behavioural change, more money was needed so independent retailers were asked to support the campaign.
The reality is that in recent years, in spite of a restructuring and the boards concerted efforts, they haven’t managed to grow retail membership. So, all good things must come to an end and, after much soul-searching, and having explored all opportunities, the Board has come to the conclusion that now is the time to close The Carpet Foundation
