The Carpet Foundation to close later this year

In his letter, Duncan says: “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 attack, 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 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. 

“Few thought the initiative would ever get off the ground. How wrong they were. Independent retailers, collectively, supported us in their droves, recognising the need to act to preserve their position in the market. The Carpet Foundation became the largest manufacturer/retailer partnership ever seen in the industry.”

Listing the organisation’s accomplishments, Duncan points out The Carpet Foundation was responsible for getting carpet back on TV, undertaking regular national consumer advertising and changing the perception of carpet in the media through PR, resulting in carpet receiving more editorial coverage over the past 20 years than ever before. The organisation also fought and won the argument against health scares, introduced a Consumer Code of Practice for its retailers, embraced the move to digital and supported the industry globally through its technical issues. Finally, it navigated a path through a financial meltdown and a global pandemic.

“However,” Duncan continues, “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 the timing is right.

“We have decided to close while we are ahead and while we control the narrative. The reality is that in recent years, in spite of a restructuring and our concerted efforts, we haven’t managed to grow retail membership. Our income is steady, but certainly not increasing. The economic headwinds are uncertain and the next couple of years are set to be challenging with expenditure at all levels under the microscope.”

Anticipating the obvious response, Duncan says the organisation explored options to continue no suitable solution to do so. “We are a complicated organisation that requires a diverse skill set including carpet industry knowledge, marketing, technical and management expertise. Such individuals are hard to find – we were so fortunate to have the management team that we have had.

“We have looked at outsourcing all aspects of the business, but that brings additional cost and higher risk.”

Concluding his open letter, Duncan says: “This has been an incredibly tough decision, but we are convinced that it is the right one. Believe you me, we have explored several options and agonised long and hard. We don’t want to carry on not adding value to you, our valued supporters.

“I genuinely believe we can look back with pride at what we have achieved and that we leave our independent retail members in a far better position in the trade than you were 25 years ago. Some might say ‘our job is done’. Thank you all for your support, warmth, wise counsel, and friendship over the years - I really do appreciate it.”