Carpetright has opened a new store format on London’s Tottenham Court Road with a more trend-led customer in mind.

The flagship store has been in the works for the past year, aiming to reach a new type of urban consumer.

Branded The Floor Room, it will sit alongside Carpetright’s eponymous offering with a more boutique feel and a curated selection of products that include well-known brands as well as exclusive ranges.

The 2,500 square ft store features a “best first” layout - with luxury wood and rich wool carpets at the front of the store, while core collections sit at the back.

Vending machines and samples

Technology is also a key component of the store experience. Customers are encouraged to scan QR codes on their flooring favourites to populate a shortlist as they venture around store, which can then be brought up at the “inspiration station” to discuss options with a staff member.

The showroom includes dwelling spaces to host consultations with colleagues, as well as a vending machine dispensing sweets and take-home flooring samples.

Carpetright is seeking to roll out the floor room concept across the UK in due course.

The floor room project director and Carpetright head of communications Helen Marsh said: “the floor room is a modern showroom which offers a beautiful selection of products in a design-led environment and aims to inspire people to put flooring at the centre of their interiors schemes.

“We’re delighted to be launching our first and flagship store and look forward to rolling out to relevant design locations across the UK.”