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Midlands-based online flooring retailer appoints new Chief Commercial Officer after meteoric rise

Published: 15 June 2021 - James Mead

The UK’s leading online flooring retailer has a new Chief Commercial Officer – and it marks a meteoric rise in the business for Elia Green in the space of two years.


UK Flooring Direct appointed Elia as Head of Marketing Campaigns in April 2019 and, since then, she’s achieved three promotions that sees her now move from Commercial Director to taking a place on the board as CCO.

In that time, the company, which was established by CEO Jason Ashby in 2005, has grown dramatically through investment in technology and people – increasing headcount to more than 200, with plans to reach 380 by the end of 2022.

Elia, who spent 13 years at Homebase before joining UK Flooring Direct, said the company is committed to developing people who show potential and want to grow with the business.

She said: “I am absolutely delighted to become Chief Commercial Officer after what has been a rollercoaster two years with the company.

“Our business growth has been dramatic and, also, in that time we – like everyone else – have had to contend with a completely different world over the past 12 months.

“It’s such an exciting business to be part of because of the pace of growth and the continuous drive to invest and improve every area of what we do.

“I’m really looking forward to helping the business achieve its very ambitious plans over the next few years and I also want to be able to help others to grow with the business too.

“Jason and the board have been great for my own development and their support has helped me rise up to be CCO. Having such an incredible team makes me feel like I can tackle anything and that has played such a massive part in me moving into this role.

“It’s important to us that those who are already in the business and those who are joining us as part of our growth see that the opportunity is there for them too.”

UK Flooring Direct is based in Hinckley in the East Midlands, selling a range of more than 250 products including wood and laminate flooring to both retail and trade customers via its website.

The firm hit £50 million worth of annual sales in 2020 and is looking to treble this by 2022. It also opened a major new office and warehouse site in Coventry last year, as well as attracting £8m of investment from BGF.

Jason Ashby said: “We are so pleased to welcome Elia onto the board as Chief Commercial Officer. Since joining us two years ago, she hasn’t stood still and that is why it has been a case of promotion after promotion.

“That reflects the way we are as a business. Our pace of growth and our determination to improve the customer experience every single day is something Elia bought into from day one.

“She has played a big part in our growth over the past two years and will have a major role to play as we continue to expand at a rapid pace.”


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