Alternative Flooring has done it again – it has been voted a CoolBrand for the second year on the trot. Whether you trot or tread softly over its cool carpets, you can begin to see and feel why this is the only exclusively floor related brand to attain this status.
Ashley Hicks recently said ‘I love Alternative's fresh, no-nonsense approach – so different from the usual designer carpet world.’
Only a handful of carpet companies have this spark of curiosity that inspires flooring to be different, yet this award-winning brand embraces a creative spirit and unconventional thinking. It’s changing the way that we think about floors and inspiring us to think how carpets can bring comfort and joy back into our homes. It’s taking the fear out of those patterned wall-to-wall carpets that we associate with our parents’ houses, while at the same time making us remember how rolling around on the carpeted floors of our childhood was actually rather nice. My kids don’t lounge around on my floorboards.
Alternative Flooring has carpets which are classic yet forward-looking. A modern mix of natural and wool carpet, rugs and runners that is big on natural texture and packed with pattern and colour.
But more about this award. What cool means today will always be contentious. Cool is subjective and personal. Voters were asked to bear in mind the following factors, which research has shown are inherent in a CoolBrand: Style, Innovation, Originality Authenticity, Desirability and Uniqueness. The results are published every September.
Stephen Cheliotis, Chairman of the CoolBrands Expert Council, said:
‘Alternative Flooring has been selected again as a CoolBrand by leading influencers and the British public, retaining its place among a small but eclectic group of unique and desirable brands. While some brands enjoy a cool image only fleetingly, Alternative Flooring has shown in securing CoolBrand status once again, that it is not a fad. Instead it is a brand that focuses on, nurtures and develops its innovative spirit, original offering, clear style and authentic, passionate approach to the market. These ingredients have helped to fuel Alternative Flooring's reputation and ensured it continues to be the only CoolBrand among its direct competitors.’