Like many modern success stories, the Choices Flooring group can be traced back to humble beginnings.
Early in 1959, a small group of independent Victorian furniture retailers met to discuss the possibility of forming an association to maximise the effectiveness of their business in the face of increased competition from large, franchised organisations. As a result of this initial meeting, Newfurn Floor Coverings Ltd was formed.
Thirty four years later in 1993, they launched the Carpet Choice brand with 17 stores in Victoria. Since then, after a further brand update, Choices Flooring has rapidly grown to include more than 140 stores across Australia, arguably becoming Australia’s most progressive retail floor coverings group and a major force in the Australian retail sector.
In 2013, Newfurn acquired a collection of premium retail stores specialising in wool carpets. Collectively known as WoolSet, these independent stores are located throughout Victoria, Tasmania, New South Wales and Western Australia and Queensland.
A Changing Landscape
Within a short space of time, the flooring landscape has changed dramatically and carpet has become only one of a myriad of choices now available to customers. Based on the success of the ‘Renovator Boom’, Australians now look for alternate floor coverings to suit their needs, taste and style.
Whilst there is no denying carpet still remains the cornerstone product of the Choices Flooring range, the diversity of alternative product types, colours, textures and styles meant Choices Flooring would need to make a significant change to the brand promise to keep pace with customer demand.