Devon tile maker British Ceramic Tiles (BCT) said sales of feature floor tiles are up 70% year on year as home improvers become emboldened to choose statement floors that reflect their personality.
The firm said sales are being driven by demand for its designer collection – Laura Ashley Mr Jones range in charcoal and dove grey and Ted Baker Partridge.
BCT’s signature Devonstone range in grey is also a popular choice, the company said as it launches its new ‘hygge’-inspired Fibreglass collection available in warm beige and contemporary grey for walls and floors.
Head of retail marketing and brand, Jayne Adamson, said: “Consumer tastes have changed and surfaces are becoming a key focus within all rooms, especially floors. Many of us want a statement floor that reflects our style and individual personality, but that still delivers practically, withstanding wear and tear.
“The playful pattern trend we’ve seen this year is very much driving sales. Consumers now have the confidence to make bold changes to their home, bringing pattern and texture to floors in a big way.
“Grey is a classic colourway, and one set to stay, so when retailers are looking at what ranges to stock, they should think about some strong graphic patterns in cool neutral grey tones to satisfy demand from customers.”
The most popular collections, the firm, revealed are those with a repeating individual pattern that involves very little planning when laying the tiles.
These designs are also being used creatively to zone areas within the home, for example dividing the dining room space from the kitchen or creating a rug-style effect.
To maximise impact and sales in store, look to tile areas within your showroom, Adamson added: “Use feature floor tiles in small areas, for example, the area in front of reception, your entrance to the store or even a full feature floor in a bathroom display.
“It’s all about giving consumers inspiration and confidence. Displays that showcase the wide range of designs you have available are also worthwhile, together with lots of stunning lifestyle photography. All of the above will support sales in store and tap into this hugely important feature floors trend.”