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The Choices Flooring Story

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 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 130 stores across Australia.

Since those early days, Choices Flooring has arguably become Australia’s most progressive retail floor coverings groups and a major force in the Australian retail sector. In 2011, Newfurn aquired a collection of premium retail stores specialising in wool carpets. Collectively known as Woolset, these 17 independent stores are located throughout Victoria and Tasmania. For further information regarding Woolset click here.

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.

Our Commitment To You

The brand change from Carpet Choice to Choices Flooring didn’t just signal a change to the name and logo, but it also reflected what’s at the heart of our promise to you —to help you find the floor you’ve been searching for. It is understood that you seek more than just a floor covering; you seek a holistic approach to achieving the style that’s right for your life. Our redesigned stores and user-friendly content, made available across our brochure range and website, is helping Choices Flooring to meet and exceed these expectations.

It’s an exciting new phase in the life of our business and we’re committed to providing you with the absolute best in flooring choices.

Read more about the Choices Flooring Promise or view our flooring range to explore your options.

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