Salience Search Marketing’s annual online UK flooring sector report uncovers the industry’s leaders based on their online prominence and visibility.
The report analysed 11 crucial performance indicators for online flooring brands to reveal the industry’s most successful names, including year-on-year visibility, search volume trends, and brand awareness. The full report is available to view here.
The Market Leaders
The industry’s market leaders are determined by estimations for each brand’s year-on-year organic traffic score. Based on keywords from the top 100 organic search results for each brand, sourced by Ahrefs, a site’s search traffic is estimated for each keyword based on its ranking position, monthly search volume, and an estimated click-through rate. An estimation is then calculated for each keyword.
The organic traffic score indicates overall website growth and decline. While these aren’t accurate representations of traffic in Google Analytics, they are performance metrics relative to domains.
| Rank | Flooring Brand | Organic Traffic Score |
| 1 | Tapi | 500,859 |
| 2 | Topps Tiles | 425,309 |
| 3 | Carpetright | 163,976 |
| 4 | Tile Mountain | 100,262 |
| 5 | Flooring Superstore | 97,165 |
| 6 | Online Carpets | 94,159 |
| 7 | Karndean | 86,822 |
| 8 | UK Flooring Direct | 77,625 |
| 9 | Tile Warehouse | 71,258 |
| 10 | Factory Direct Flooring | 63,951 |
The findings crown Tapi as the flooring industry’s market leader. With an impressive organic traffic score of 500,859, the UK retailer tops all other brands in the industry, securing it the leading position.
Meanwhile, household names Topps Tiles and Carpetright’s new ‘carpet-right.co.uk’ domain, which operates under new ownership of Tapi Carpets and Floors, follow behind with 425,309 and 163,976 organic traffic scores, respectively. These scores indicate excellent organic visibility and a well-planned strategy, which resulted in strong traffic figures.
Other brands in the top ten include Tile Mountain, Online Carpets, and Tile Warehouse.
The Best-Rated
A’ score’ was calculated to determine each brand’s ranking by analysing its Trustpilot average star rating and the total number of reviews.
| Rank | Flooring Brand | Review Score | Number of Reviews |
| 1 | Tapi | 4.8 | 86,093 |
| 2 | Walls & Floors | 4.8 | 43,438 |
| 3 | Tile Mountain | 4.7 | 37,805 |
| 4 | Flooring Superstore | 4.7 | 21,145 |
| 5 | UK Flooring Direct | 4.3 | 35,034 |
| 6 | Gillies | 4.8 | 8,562 |
| 7 | Flooring Supplies | 4.3 | 20,001 |
| 8 | Direct Wood Flooring | 4.6 | 9,586 |
| 9 | United Carpets and Beds | 4.5 | 9,812 |
| 10 | Online Carpets | 4.6 | 4,954 |
Tapi also ranks as the best-rated UK flooring brand, recording a respectable review score across a healthy portion of online feedback, highlighting top-quality customer service. Overall, Tapi boasts a 4.8 review score across over 86,093 reviews.
Other top performers that received a strong 4.8 review score are Walls & Floors and Gillies, received across 43,438 and 8,562 reviews, respectively.
These 10 brands combine high-quality service with great products to enhance customer experience.
The Most Prominent
The report identifies the most prominent brands within the flooring industry based on consumer familiarity with the brand through online searches or social media interactions.
By merging branded search metrics with social media performance, the report determines which brands stand out across various channels, offering insights into their overall prominence in the market.
| Rank | Flooring Brand | Monthly Brand Searches | Owned Social Score |
| 1 | Topps Tiles | 201,000 | 172 |
| 2 | Carpetright | 60,500 | 109 |
| 3 | UK Flooring Direct | 27,100 | 93 |
| 4 | Tapi | 14,800 | 142 |
| 5 | Tile Mountain | 33,100 | 63 |
| 6 | Quick-Step | 6,600 | 255 |
| 7 | Walls And Floors | 9,900 | 150 |
| 8 | Karndean | 12,100 | 118 |
| 9 | Amtico Flooring | 9,900 | 143 |
| 10 | United Carpets and Beds | 18,100 | 76 |
Topps Tiles leads brand awareness in 2025. Overall, the brand records over 200,000 monthly brand searches with an owned social score of 172.
Carpetright and UK Flooring Direct follow with 109 and 93 owned social scores, respectively, demonstrating their commitment to maintaining and improving brand awareness.
Other flooring brands that made the top ten include Tapi, Tile Mountain, and Quick-Step, each recording a healthy amount of monthly brand searches.
The Biggest Online Growth
Central to this analysis is each brand’s online visibility ranking, which is determined by the organic search traffic its website attracts. This metric is vital for understanding the website’s overall growth or decline.
| Rank | Brands with the biggest growth in visibility YoY | Traffic Score August 2025 | Traffic Score August 2024 | YoY Visibility Change |
| 1 | Carpetright | 163,976 | 347 | 47155% |
| 2 | Tapi | 500,859 | 337,089 | 49% |
| 3 | Topps Tiles | 425,309 | 286,498 | 48% |
| 4 | UK Flooring Direct | 77,625 | 40,389 | 92% |
| 5 | Karndean | 86,822 | 55,393 | 57% |
These five brands have seen the most significant growth in online visibility, with Carpetright securing the top spot. Following administration, the site was launched under a new domain and has seen a stellar 47155% increase in visibility, landing it in the top position.
Tapi and Topps Tiles secure a spot in the top three, with a 49% and 48% increase in traffic, respectively, indicating a strong strategy to enhance its online presence.
The Biggest Decline in Online Visibility
The report also uncovers the brands facing the biggest drop in online visibility.
| Rank | Brands with the biggest drop in visibility YoY | Traffic Score August 2025 | Traffic Score August 2024 | YoY Visibility Change |
| 1 | Online Carpets | 94,159 | 173,903 | -46% |
| 2 | Factory Direct Flooring | 63,951 | 108,323 | -41% |
| 3 | Direct Wood Flooring | 55,644 | 88,906 | -37% |
| 4 | Carpet Warehouse | 44,478 | 86,695 | -49% |
| 5 | Wood Floor Warehouse | 33,713 | 69,547 | -52% |
On the other end of the scale, Online Carpets has experienced a 46% drop over the past twelve months. For 2025, the brand’s traffic score now sits at 94,159.
Factory Direct Flooring and Direct Wood Flooring experience a 41% and 37% drop, respectively, while Carpet Warehouse and Wood Floor Warehouse face 49% and 52% declines in online visibility.
Brett Janes, Managing Director at Salience Search Marketing, said: “Our findings reveal the flooring industry’s leading brands for online brand awareness. Tapi earns the title of best-rated brand and market leader, demonstrating the brand’s strong value for excellent customer service and market-topping online performance.
“The market leader’s recent acquisition of Carpetright, running it under a new domain, resulted in a sizeable surge in online visibility. Meanwhile, Online Carpets, despite being among the market leaders, has seen the biggest drop in online traffic. The flooring brand must rectify this drop to maintain its position among the industry’s top providers.”
