Voice of the Trade - Fleur Carson

Newly appointed managing director at Karndean Designflooring and the driving force behind its commercial sector success, Fleur reflects on her experience of 10 years in senior management.

Q 2023 has been a tough year for sales across the sector. Will 2024 be better or worse for the retail trade overall? 

A Respected financial institutions predict that 2024 will be a year of stabilisation and stagnation. Inflation and interest rates are forecast to remain challenging, while a general election will add further uncertainty. In such an environment, it's vitally important that we continue to offer customers exceptional value with the highest levels of innovation, product and service quality. 

Q  What will be the most significant consumer/design trend over the next five years that will drive growth?   

A  In challenging times, consumer sentiment tends towards nostalgia and timeless design. Customers will be looking for products that bring a sense of comfort with nature inspired design and understated luxury. High quality products designed to be long lasting without the need for time consuming maintenance will be increasingly in demand. I don’t see our love for classic herringbone patterns waning any time soon so our designers are very focused on developing beautiful floors with versatile laying patterns. 

Q What’s the biggest business frustration holding back the trade at the moment?     

A A lack of trained installers. Our Karndean Training Academy was established to offer both new and experienced installers top quality training so they can expand their skills. As an industry we can do more to encourage school leavers to join us by continuing to invest in training.

Q  Are there too many suppliers/manufacturers for the size of the LVT market now? 

A  LVT is arguably one of the fastest growing categories in the flooring sector and for many years has been expanding its market share over textiles, timber and stone. Competition is driving innovation, resulting in an ever wider choice of products with attractive flexibility, format and maintenance benefits. This can only be a good thing. 

Q  What do manufacturers need to do better?  

A  In a competitive market, it’s key that suppliers stay in touch with local and national trends and regularly communicate with our retailers. By understanding the dynamic market conditions, we can evolve our products and services to meet specific retailer needs and consumer expectations.  

"Customers will be looking for products that bring a sense of comfort with nature inspired design and understated luxury."

Q  What do you regard as Karndean’s greatest success in the last
5 years?

A  We’ve recently celebrated 50 years in the industry, an achievement that demonstrates our reputation for desirable design and a long lasting product. From very humble beginnings we have continually innovated and grown to the international business we are today. Over the past few years we’ve had phenomenal success, updating and expanding our popular ranges to meet the demand for flexible patterns and dual format designs. We’ve also invested in our retailers with consumer friendly POS displays and virtual design consultations. 

Q  What’s your favourite Karndean product?

A  Any kind of herringbone! I also absolutely love our new Van Gogh stone designs.  

Q  Which sectors of your portfolio do you expect to grow fastest?  

A  We are seeing a rapid rise in demand for flooring inspired by natural stones. From designs that have the look of concrete in softly mottled warm grey tones to the affordable luxury of our latest marble designs, the flexibility of our dual format ranges means that customers can get the look they want whatever their subfloor conditions. 

Q  Are there enough women in senior roles across industry in general?  

A  I think equal representation is key for any industry, not just specifically flooring. A business renowned for having a pioneering spirit, Karndean definitely champions diversity and inclusion. As a result, we benefit from the many different points of view and approaches that come from different life experiences. This sparks creativity and innovation and helps us identify and seize new opportunities. 

Q  What’s the extra edge that a female leader adds to a business?

A  I don’t think gender necessarily plays a part in leadership style. I’m thrilled and exceptionally proud to be the new managing director at Karndean. The key point is to recognise the importance of working as a team, supporting our inclusive culture and living our values. Any extra edge we add results from nurturing good people who care about each other and the brand, who are passionate about our collective success. 

Q  What’s the best thing about the flooring trade? 

A  The close knit community. I feel blessed to be part of an industry that enables customers to create comfortable family homes.  

Q  What’s the worst thing about the flooring trade? 

A  Fitting a beautiful floor is an art that is sadly struggling, which is why we are committed to supporting the next generation of skilled installers.

Q  What advice would you give to a young person thinking of a career in flooring?   

A  It's the perfect opportunity to make someone's dream interior come true. From inspiration to installation. If you have a passion for offering a professional and personalised service and you strive to go the extra mile, then you can have a rewarding career.