Ashley Hicks recently said ‘I love Alternative's fresh, no-nonsense approach – so different from the usual designer carpet world.’
Alternative Flooring has carpets which are classic yet forward-looking. A modern mix of natural and wool carpet, rugs and runners that is big on natural texture and packed with pattern and colour.
But more about this award. What cool means today will always be contentious. Cool is subjective and personal. Voters were asked to bear in mind the following factors, which research has shown are inherent in a CoolBrand: Style, Innovation, Originality Authenticity, Desirability and Uniqueness. The results are published every September.
Stephen Cheliotis, Chairman of the CoolBrands Expert Council, said:
‘Alternative Flooring has been selected again as a CoolBrand by leading influencers and the British public, retaining its place among a small but eclectic group of unique and desirable brands. While some brands enjoy a cool image only fleetingly, Alternative Flooring has shown in securing CoolBrand status once again, that it is not a fad. Instead it is a brand that focuses on, nurtures and develops its innovative spirit, original offering, clear style and authentic, passionate approach to the market. These ingredients have helped to fuel Alternative Flooring's reputation and ensured it continues to be the only CoolBrand among its direct competitors.’
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