Stylish, sustainable flooring

Furlong Flooring has entered into partnership with housebuilder Keepmoat to supply its carpet, vinyl and luxury vinyl tile ranges.

Furlong Flooring has partnered with top 10 housebuilder Keepmoat, marking the start of a supply agreement that will see its carpet, vinyl, and luxury vinyl tile (LVT) ranges offered across all Keepmoat’s sites.

Furlong’s partnership with Keepmoat will enable homebuyers to personalise homes with an extensive choice of flooring products. These include durable twist pile and luxurious saxony carpets, contemporary LVT in both plank and herringbone formats, as well as practical, cost-effective vinyl. By standardising specifications while still offering design flexibility, the agreement supports Keepmoat’s growth plans and delivers consistent value across its portfolio.

Quality and sustainability

The selected ranges offer homebuyers a mix of colour, style, performance, and sustainability. Many of the carpets are made with Furlong’s 100% recycled yarns, which either reduce reliance on new crude oil or make use of recycled plastic bottles. This means that, alongside their aesthetic appeal, the chosen products also contribute to the environmental values shared by both companies.

Keepmoat’s role as a leading partnership developer also influenced the specification. Alongside products designed for open-market homes, the partnership includes carpets and vinyl ranges tailored for housing associations and landlords. These enable housing providers to maintain high standards of comfort and style while managing tight budgets, offering tenants flooring solutions that enable them to call their house a home. 

Across the UK

The partnership is already underway in Keepmoat showhomes and developments throughout the UK. At Fairlands Gate in Stevenage, Sage Flooring installed the Welland and Welland Herringbone LVT ranges alongside the Swale carpet made from recycled plastic bottles, with the products being well received by homebuyers. 

In Nottingham, Novus Contract Flooring fitted Furlong’s LVT, carpets, and vinyl, including the Swale and Usk ranges, at Keepmoat’s Canalside regeneration scheme. Part of a £100 million project with Platform Housing Group, the development features 604 homes, with more than half for affordable rent or shared ownership. 

At Sketchley Meadows, Nuneaton, Saint Flooring installed the Nene carpet, the first use of Furlong’s new saxony carpet. Positioned for value-driven commuters, the site showcases how high-spec finishes can enhance affordable family homes. On the western side of Milton Keynes, Saint Flooring South delivered a mix of Swale carpets and Welland LVT in stylish herringbone patterns for the Haworth Place development. Complementing the interior design scheme, the flooring demonstrates the appeal of sustainable carpet ranges in family housing.

Furlong’s partnership with Keepmoat has also extended beyond their residential developments to the housebuilder’s south west regional head office. INTU Interiors upgraded the reception area with Welland LVT, replacing dark carpet tiles with a durable, easy-to-clean, professional flooring that reflects Keepmoat’s modern brand identity.

Shared vision

Through innovation, sustainable manufacturing and supply chain reliability, Furlong Flooring’s partnership with Keepmoat will result in homes that successfully balance style and practicality. Together, the two companies are setting a new standard in supply chain partnerships, and one that will see every new home finished with durable, cost-effective and high-quality flooring solutions.

www.furlongflooring.com/build-from-the-floor-up