Celebrating our heritage brands

Evolution. It’s all about keeping the things that work and making them better – part of the future. And that’s what we’re doing with the much-loved heritage brands that have historically been part of the Furlong Flooring ‘family of brands’.

Some of our best-selling products have been part of those brands – Regency Carpets, Natural Solutions, and Design Elements. For many years, we’ve had separate logos, websites, and information for each of those brands to help retailers promote and sell the main ranges – carpet, wood flooring, and vinyl.

And what a great heritage these brands have enjoyed! Regency Carpets has been around for more than 30 years, delivering high-quality, value-for-money carpet ranges including those with our industry-leading Carefree fibres. Retailers and customers alike have got to know the brand well – many still reference it in marketing or communications – it’s part of the furniture.

A family affair

This means that Furlong Flooring – under the leadership of Noel Furlong until this year, and still family-owned – has had a great reputation and presence in the market, thanks to these brands. Retailers have been able to offer customers a wide range of carpets, from everyday value ranges to luxury deep-pile collections. And that’s all been supported by Furlong Flooring’s central operations – warehousing, deliveries, administrative support, and of course, our fantastic team of sales reps.

So it's important that we take all the best things from the Regency Carpets, Natural Solutions, and Design Elements brands as we bring them all under the Furlong Flooring roof through our One Home campaign.

What does this mean? It simply means that we’ll no longer be referring to those brands or using any of the logos, including the Carefree logo. Of course, they are part of our history and part of our success and we have had great success with them as part of our business. But we now think it’s much simpler for everyone if all our flooring is under a single brand – the Furlong Flooring brand.

Latest flooring technologies from Furlong Flooring

In terms of ranges and customer service – nothing will go backward. In fact, things will just get better! You’ll have access to all our flooring ranges – carpet, wood, laminate, vinyl, and LVT – all on the same branded point-of-sale stands and dealing with just one sales rep. You’ll also benefit from all our innovations – including carpets made with carefree bleach-cleanable fibres, and our award-winning Combi-bac® backing – and from our fantastic new ranges, some of which you’ll start to see in 2022.

Thank you for loving our heritage brands as much as we do. And thank you for supporting us in the transition away from those brands to a comprehensive Furlong Flooring offering. We appreciate all your business: past, present, and future!