Preston flooring firm launches its own LVT flooring brand

Flooring Monster, the Lancashire online flooring retailer, has launched its own luxury vinyl tile (LVT) brand, Daytona, after a year in which supply changes cut off several of the ranges its catalogue was built on.

The business, which operates from Preston and Blackburn, had sold other companies' brands for most of its life. In 2026 it lost access to a number of them and chose to develop a range it controls.

Daytona went live at the end of September 2026. It has six colours, from a pale linen oak to a deep cocoa, and every colour comes in two formats, herringbone and plank. It is sold only through Flooring Monster and has its own website alongside the main store.

Jonathan Eccles, head of commercial accounts at Flooring Monster, said: "For years we sold whatever the big brands let us sell. When that supply changed, we decided to stop depending on ranges we did not control. Daytona is the answer. It is designed for the UK market, and both formats cost the same, so the choice is about the look of the room, not the budget.

"The floor is a glue-down LVT with a 0.55 mm wear layer, the thickness normally sold for commercial use. It carries an R10 slip rating, is rated for use with underfloor heating, and holds a 25-year residential guarantee and a 10-year commercial guarantee, both backed by us rather than a distant manufacturer."

Stock is held in Lancashire, and the company says most orders are on their way the next working day. Delivery is free to any UK address, whether the order is one pack or a full pallet, and samples are sent out daily.

The range is aimed at two very different buyers. Jonathan said: "Homeowners get a floor that looks like real wood, is warm underfoot and copes with pets, children and wet boots. Landlords, developers and fit-out contractors get a floor they can specify across a whole scheme at a single known price, with a guarantee they can pass on."

The first customer rooms, in homes across Lancashire, are being photographed through November and December.

A trade account is free to open for fitters, developers and property companies. 

The full Daytona range is at https://flooringmonster.com/collections/daytona.