Interfloor’s heritage and strategic diversification are shaping the future of flooring solutions
Built on a manufacturing history stretching back to 1789, in textile and then rubber products, Interfloor is committed to keeping floors looking great for longer and performing from the surface down. The company in its current form emerged in 2002 when the UK’s two largest underlay manufacturing brands, Tredaire and Duralay, joined forces. Now, almost 25 years on, Interfloor has grown into Europe’s largest manufacturer and distributor of underlay and floor covering accessories, supplying domestic, commercial, and specialist markets in the UK and around the world.
With operations at multiple UK and European locations employing over 300 people, the company boasts the capacity to manufacture 58 million square meters of underlay per year and an in-house distribution fleet that can hit every UK postcode at least once a week.
Today, its expansive portfolio spans high-quality PU and rubber underlays, high-traffic commercial products, IMO-certified marine solutions, flooring profiles, adhesives, tools, and installation accessories. Interestingly, Interfloor is also the last remaining UK manufacturer of gripper under the Gripperrods brand.
Backed by the scale and investment of Victoria PLC, Interfloor Limited is supported by sister company Estillon’s European distribution network – together making up Interfloor Group – and combines deep manufacturing expertise with the capacity to serve flooring businesses at significant scale. Manufacturing Today sits down with Gary McEwan, CEO of Interfloor Group, to delve deeper into the company’s value proposition and recent developments.
“Our international success has been built on the reputation of our brands, the quality of our products, and the technical performance they deliver,” Gary begins. “Many of our products occupy specialist positions within the market, whether that’s acoustic performance, thermal efficiency, durability, or specific application requirements. Combined with strong distributor relationships and the ability to manufacture at scale, this has enabled us to build a successful global presence.”
Exporting to over 70 countries worldwide, Interfloor operates a distinct portfolio of four specialist brands designed to serve different sections of the flooring market. The company’s Duralay brand serves contract, specification, and hard flooring markets, where product performance, durability, and technical credibility are key purchasing considerations for customers. Duralay also incorporates key sub-brands such as Flamecheck with specialist IMO products, Sonixx with specialist acoustic products, and Heatflow with specialist underfloor heating products. Gripperrods is the business’ flooring accessories brand, covering gripper, floor edgings, and related products, while its Stikatak brand enhances the offering with adhesives and installation products. Tredaire, however, remains the company’s primary retail-facing brand, and has been a significant investment focus for Interfloor in recent years.
“One of the areas we are particularly proud of is the work we have undertaken to raise awareness of underlay amongst consumers through our Tredaire brand,” Gary elaborates. “Research highlighted that underlay is often overlooked during the flooring purchase journey, with many consumers unaware of its importance and unable to name a single underlay brand. This led to the development of our Tredaire-nauts campaign, built around a simple message: ‘Your carpet is how your flooring looks. Your underlay is how it feels’. Using a cast of space-themed characters and the strapline ‘Feels Like Nothing On Earth’, we have created a distinctive platform that brings a traditionally low-interest category to life and helps explain the benefits of quality underlay in a memorable and engaging way.
“Now in its third year, the campaign has been embraced by retailers across the UK, providing a platform for in-store activity, promotions, exhibitions, social media, and consumer marketing. It has helped us strengthen awareness of the Tredaire brand and, importantly, start changing the conversation around underlay from a functional necessity to a product that has a direct impact on comfort and the overall flooring experience.”
Following Interfloor’s success with the campaign, the company has now developed a magnetic flooring solution designed to address the practical challenges associated with installation, particularly in commercial environments – an area in which it continues to expand and diversify.
“Magnetic flooring technology provides an adhesive-free solution that is particularly suited to retail and commercial environments where traditional floor preparation and glue-down installations can be costly, disruptive and time-consuming. The technology is equally valuable for refurbishment projects, allowing flooring to be installed over existing surfaces and replaced quickly when required,” Gary explains. “Because there is no need to wait for adhesives or self-levelling compounds to cure, downtime is significantly reduced. Damaged tiles can be replaced individually, and entire installations can be removed cleanly at the end of a building’s life, lease period or refurbishment cycle, supporting both flexibility and sustainability objectives.”
This same focus on ease of installation, performance, and versatility has also driven Interfloor’s work in underfloor heating, combining innovative technology with specialist underlays to create a complete solution suitable for a wide range of floor coverings and applications.
“By combining the innovative Just Heat technology with our specialist Duralay Heatflow underlays, we have developed a complete underfloor heating solution that is simple to install, suitable for both new-build and refurbishment projects, and compatible with virtually all floor coverings including carpet, LVT, wood, laminate, and ceramic tiles,” Gary reveals. “The system is designed to use significantly less energy than many traditional wet and dry underfloor heating systems while offering a practical and cost-effective alternative for both domestic and commercial applications.”
The story of Interfloor is ultimately one that combines heritage with a clear focus on the future. From its established portfolio of trusted flooring brands to its investment in consumer engagement, magnetic flooring, and energy-efficient underfloor heating, the company continues to evolve in response to changing market needs. With its manufacturing expertise and commitment to innovation, Interfloor is well-positioned to build further upon its strong foundations while continuing to develop products that make flooring more comfortable, efficient, sustainable, and easier to install.
Additionally, the drive for sustainability in everything it does is a key theme throughout the business – with over 50 percent of all raw materials now coming from recycled sources, or including recycled content. Interfloor was the first underlay manufacturer to develop and launch an underlay range made for 98 percent recycled materials, which is 100 percent recyclable at the end of its useful life.
“Whilst soft flooring remains at the heart of our business and continues to be extremely important, we recognized some time ago that long-term success requires diversification. Our strategy is to support all flooring types and broaden our offering through innovative installation solutions and complementary products,” Gary affirms, concluding our conversation. “This approach reduces dependency on any single market segment by diversifying across installation methods, materials, product categories, and geographic markets. It enables us to better manage changing market conditions while creating new opportunities for growth.”
