Case Studies
Building upon our reputation in the carpet industry, we have developed our new division and brand identity Victoria Luxury Flooring (VLF).
As part of our strategy to provide luxurious and performance led flooring solutions, our luxury vinyl product portfolio of four stunning collections and over 100 sku’s was launched in April to both the commercial and domestic markets.
Paul Shaw, Managing Director of our VLF division says: “The acquisition of the C&H Distribution business in September 2011 provided us with the traction to enter the market with a proven product range. We are confident our product collections and brand will offer our customers a significant choice and enable us to capture market share within both sectors.”
By creating a new division and enhancing our product offering, this is another important step towards achieving Victoria’s stated objective of becoming the leading high quality flooring supplier in both Australasia and the UK.
Victoria Carpets UK is proud to have an association of over 30 years with the John Lewis Partnership.
John Lewis is one of Victoria’s largest customers and we believe that we are one of their key suppliers of carpet. In early 2011, we negotiated an agreement with John Lewis to supply a new programme of carpet ranges which will give us a significant product presence in all of the 30 John Lewis department stores.
As well as supplying carpet to John Lewis, we manage the warehousing and distribution of all John Lewis branded carpet direct to their stores. A service that is also available and utilised by one of the UK’s leading Independent Retail buying groups.
We share the same values and policies and have recently increased our presence in their newly reorganised carpet departments.
Victoria Rolls out the Red Carpet
For over a century, the Victoria Carpets brand has been synonymous with innovative carpets of fine quality, using highest quality British components and testament to this is when one of our ranges, Imperial Velvet, was chosen as the red carpet that was installed at Westminster Abbey for the Royal Wedding on 29 April 2011.
The 55-metre length and 5-metre wide red carpet known as Imperial Velvet, (colour ref: Shiraz IVO50), is one of Victoria’s latest velvet finish carpets - also known as ‘velour carpet’ because of its close and smooth finish. It was seen by the world’s 2 billion viewers through the eyes of the media as Catherine Middleton was escorted by her father, Michael Middleton, from the Abbey steps to the altar for her marriage to His Royal Highness, the Prince William of Wales KG.
The all-new in weight (45oz/sq yard), colour and yarn construction carpet was crafted at our mill in Kidderminster, Worcestershire, the home of British quality carpets, and is made up of 80% of British Wool, 15% Nylon and 5% Polyester, which is supplied by our own Spinners, Westwood Yarns, in Yorkshire.
After the wedding, the carpet was taken up by the contractors and will be reused elsewhere by the Church of England.
The Velvet Collection is now available from John Lewis Partnership and all good leading Independent retailers. For product and stockist details please refer to Victoria’s website, www.victoriacarpets.com.
