Carpet Foundation

Carpet Foundation We provide expert, impartial advice on buying carpet. Our independent retailers meet the rigorous st

29/07/2025

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. The art of good management is knowing when the time is right to turn the page – and this is the time. The office will shut as of 1 August.

Thank you for all your support over the last 26 years. It has been a pleasure, and highly rewarding, batting for independent retailers, manufacturers and suppliers and the industry at large.

Let’s not forget what we achieved together:

- We put carpet back on TV
- We undertook regular national consumer advertising
- Through PR we changed the perception and exposure of carpet in the media. Carpet has never had more editorial coverage than in the last 25 years
- We fought back and won the argument against unfounded health scares
- We introduced a Consumer Code of Practice exclusive to our retailers
- We embraced the move to digital
- We batted for the industry on technical issues globally

We also navigated our way through a financial meltdown in the economy and COVID.

It's been quite a ride. Thank you all.

When the going gets tough, the tough get going. We exist ‘to promote our retailers to consumers’ – so we will. Our lat...
04/03/2025

When the going gets tough, the tough get going. We exist ‘to promote our retailers to consumers’ – so we will. Our latest online advertising campaign is scheduled to run until 6th April and will see our ads appear over 1 million times.

We will be using Homes & Gardens Magazine Livingetc Ideal Home as before but this time will also be using woman&hometo extend our demographic reach.

Familiar and trusted brands are often seen as a source of comfort and reassurance in hard times. We firmly believe that our messaging hits the mark with consumers, and, at a time when their values, expectations and attitudes may well be affected by the economy they will want to use people they can trust. And that’s YOU! So, we will tell them!

When the going gets tough, the tough get going. We exist ‘to promote our retailers to consumers’ – so we will. Our late...
04/03/2025

When the going gets tough, the tough get going. We exist ‘to promote our retailers to consumers’ – so we will. Our latest online advertising campaign is up and running and is scheduled to run until 6th April and will see our ads appear over 1 million times.

We will be using Homes & Gardens Magazine Livingetc and Ideal Home as before but this time will also be using woman&home to extend our demographic reach. We will also be using the same advertising imagery as all the evidence to date tells us that the messaging is spot on.

Just as you wouldn’t abandon a friend when they’re going through a tough time, so we won’t abandon our members. Familiar and trusted brands are often seen as a source of comfort and reassurance in hard times. We firmly believe that our messaging hits the mark with consumers, and, at a time when their values, expectations and attitudes may well be affected by the economy they will want to use people they can trust. And that’s YOU! So, we will tell them!

Happy New Year. We hope you all had a good festive period. Some lovely news to start the year from Ulster Carpets. Th...
08/01/2025

Happy New Year. We hope you all had a good festive period. Some lovely news to start the year from Ulster Carpets. They have been awarded a Royal Warrant by His Majesty the King. They received their first Royal Warrant in 2022 from the late Queen but this expired on her death but a new Royal Warrant has now been issued by the King. This is a wonderful achievement and one that is recognised all over the world as a mark of quality, excellence and craftmanship. Congratulations.

A wonderful article in the current issue of Ideal Home on how to buy the right carpet (and rug). We were one of just th...
23/10/2024

A wonderful article in the current issue of Ideal Home on how to buy the right carpet (and rug). We were one of just three experts who contributed to the piece - the lead into which was a full page image of First Impressions from Victoria Carpets Ltd

We're back! Our latest online consumer advertising campaign starts today. Spanning eight weeks, the ads will appear ov...
23/09/2024

We're back! Our latest online consumer advertising campaign starts today. Spanning eight weeks, the ads will appear over 600,000 times across Homes & Gardens Magazine Living Etc Ideal Home and Real Homes. With major outlets in the industry going out of business or pulling out of flooring, this is the ideal time to drive carpet buyers into our independent retailers and promote our retailers as the carpet experts.

All roads lead to Harrogate tomorrow, and for the next three days, for this year's National Flooring Show. With over 40...
14/09/2024

All roads lead to Harrogate tomorrow, and for the next three days, for this year's National Flooring Show. With over 400 brands encompassing everything to do with flooring, it really is worth a visit. Our Patron Members will be there showcasing everything new they have, while our Chairman, John Duncan, and Chief Executive Andrew Stanbridge, will be there on Sunday.

In spite of the ever increasing power of digital and social media, we don’t lose sight of the need to get carpet in hard...
31/07/2024

In spite of the ever increasing power of digital and social media, we don’t lose sight of the need to get carpet in hard copies of magazines. Our latest success came in the August issue (out now) of Homes & Gardens Magazine. This was a very satisfying hit as the piece was originally meant to be only about smooth flooring but a bit of badgering from us led to carpet being included and mentions for Brintons At Home, Brockway Carpetsand Crucial Trading. There is more exposure for carpet coming up later in the year.

The power of bloggers and social influencers in today's world is well documented. We have recently had the good fortune...
08/07/2024

The power of bloggers and social influencers in today's world is well documented. We have recently had the good fortune to work with Hannah Otto. Hannah has 68,000 followers on Instagram (not to mention a Blog) where she chronicles her trials and tribulations of doing up her house in Hampshire. When it came to flooring she wanted carpet - and approached us. She plumped for Primo Textures in Pure Linen from Cormar Carpets The stunning results can be seen here while her Instagram post can be found by clicking on this link https://www.instagram.com/p/C7mqIYMM9Tt/?igsh=MWIyMmY2cXlpaHFndQ==and her blog can be readhere:

https://www.theottohouse.com/blog/how-to-choose-family-friendly-carpet

Couldn't agree more.
08/05/2024

Couldn't agree more.

The Sheikh Zayed Grand Mosque in Abu Dhabi is the largest mosque in the UAE, covering a phenomenal 30 acres. Of interes...
03/05/2024

The Sheikh Zayed Grand Mosque in Abu Dhabi is the largest mosque in the UAE, covering a phenomenal 30 acres. Of interest to us, of course, was the fact that the interior is home to the world's largest hand-knotted carpet. It weighs 35 tonnes! Quite impressive.

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DY101AQ

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