Lifestyle Flooring UK has now become Stories Flooring. Discover everything you need to know about our rebrand and let us help create the next chapter in your story.

Written by: Yarl Christie

Published on: November 10, 2020

Stories Flooring: A new chapter begins

Clean lines and off-the-wall Dutch design, traditional Victorian or vintage shabby chic… What does your home say about you?

Design narrative is everything to us and we’re firm believers that every space should tell a story. By adopting a storytelling approach (alongside the usual practical considerations of course) to your interior design project, you can inject personality and warmth into your home to truly make it your own.

So, when we found ourselves in lockdown back in March, we decided to use the time to revamp Lifestyle Flooring UK and what better brand name to start a new chapter than Stories?

Lifestyle Flooring UK rebrand to Stories Flooring

With the events of 2020 dramatically changing the retail landscape and the way we shop virtually overnight; we saw a 43% sales increase compared to the same period in 2019. Organic online traffic to our website saw an even bigger boost by 63%, with more of us looking to spend our lockdown time making home improvements.

Our SEO team recorded spikes in searches for ‘DIY materials’ back in March and then again in August, which coincided with the tighter government restrictions being imposed. Meanwhile, ‘flooring’ searches took a slightly different path, peaking in March but then showing steady growth throughout the summer months.

These results suggest that many households were looking to invest time and money into home improvements when they would typically be spending on holidays, weddings, and other seasonal events and occasions.

Lifestyle Flooring UK rebrand to Stories Flooring

Coping with this demand whilst still offering exceptional service has meant investing £100K into the business, but we’re confident you’ll agree it’s been money well spent. Our beautiful new website has had more than just a cosmetic upgrade and is loaded with useful and user-friendly features to streamline the customer journey.

This includes:

  • Our handy Stories floor finder to help you pick out the perfect flooring options to transform your home or workplace, whether you’re blowing the budget on a complete home makeover, or refreshing your kitchen floor
  • Free sample service allows you to check the quality of our products and ensure they match your home
  • An all-new trade and wholesale portal to make buying bulk product a breeze

We’ve also implemented a new inventory and accounting software system that allows us to ensure all orders, deliveries and returns run like clockwork and are processed on time. To cope with the increase in demand, we’ve also welcomed six new team members to the Stories Flooring family, across sales, marketing and the warehouse.

As you would expect, we’ll still be delivering the very best products to suit all budgets from leading manufacturers, as well as adding some exciting new brands such as Kahrs to our vast collection portfolio.

Stories Flooring: A new chapter begins

Stories Flooring Founder, Yarl Christie, has set his sights high and has ambitions to double the company turnover in the next year to the tune of £10 million. Speaking of the rebrand, he said:

‘‘It’s great that more people are enjoying DIY as a positive way to spend time at home. There are tons of benefits that come with carrying out DIY, not just physically transforming your home but also the mental health benefits.

After seeing sales increase over summer, we felt it was the right time to create a brand that reflects more around who we are and what we stand for. ‘Stories Flooring’ will focus on the homeowners telling a story with their homes and the perfect flooring is the finishing touch.

Of course, we know we’re incredibly lucky to be an industry that can continue to flourish and we’re constantly considering ways we can support smaller businesses during this difficult time.’’

So, in a nutshell, existing customers can still expect the same great prices, unrivalled service, and beautiful craftsmanship that have made Stories Flooring so beloved for the past 25 years. Only our website and name has changed and finding your dream flooring has never been more exciting and stress-free.

We’ll also be offering regular flooring and interior design inspiration over at our blog, expertly curated to help bring your own stories to life and create a living space you won’t want to leave. We can’t wait for you to join us in our next chapter.

About The Author

Yarl Christie

Yarl is the Managing Director of Stories Flooring. started his career in the flooring industry by becoming a floor fitter at the age of 18 (2004). Yarl finally decided to move with the times and set up an online flooring store (Flooring Yorkshire, 2018). He works closely with the business managers and resource team to source new products from wholesalers, which in turn brings down the sale price. This enables Stories Flooring to be one of the leading UK flooring retailers.