Flooring Xtra Celebrates 10 Years Flooring Xtra’s Annual Conference had a little more anticipation and excitement around it this year. Held at the Cordis Hotel, Auckland the group celebrated its 10th birthday. Over 160 members and suppliers came together to toast the occasion. Launched in 2008, the brand was first set up in New Zealand when changes in the market opened the gap for a well run group operating under co-operative principles, could emerge. In less than 10 weeks the founders had worked through the brand identity and licensing. It was an immediate success when it was launched on 1st July and had over 50 stores by Christmas 2008. The distinctive Flooring Xtra logo maintains its contemporary look even today. Since that time over 60 stores have been established in New Zealand, making Flooring Xtra NZ’s largest flooring retailer. In reflecting on this, Flooring Xtra Chairman Jamie Lumber commented:
“Flooring Xtra has not only become a recognised brand, but it is underpinned with a genuine family feel with a great set of values and culture. We have a really solid platform to build on as we look to our next ten years.” Henry Van Dyk, who was instrumental in setting up the group and has been a Director since start up took the guests back in time to the groups’ origins. “In 2008 the flooring retail and supply landscape in New Zealand was under a bit of pressure with how business between suppliers and retailers should be run. A number of us felt strongly that business should be run differently, where supplier relationships shouldn’t be dictated by a Head Office, but built collaboratively together with both the local owner operator, Support Office and our supply partners. But we also knew we didn’t want to be just another buying group so developing a sharp brand was also important.
“As well when we set up it wasn’t about being the biggest, it was always about being the best; and looking back it was unbelievable that we reached 50 stores so quickly, our focus was, and still is about being the best” The gala dinner not only celebrated ten years but also the annual member and supplier awards. In commenting on this Don Barry CEO. “Sure, this years’ event was a special and there was a bit of extra emotion throughout, particularly for those who received awards. We not only reflected on the journey we have been on and all the people who are now part of our business family. But the best measure of every member’s success being part of Flooring Xtra is whether the business and the member personally is in a better space after ten years than if they hadn’t put a green tree on their shop.”
Scott Enno and Don Barry
12 | Flooring Oct/Nov 2018
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