Elia Green

A fast-growing online flooring retailer based in the Midlands has made a key appointment as part of its rapid expansion.

UK Flooring Direct, which is headquartered in Hinckley and recently added a new office and warehouse in Coventry, has appointed Elia Green as Commercial Director.

Elia joined the business from Homebase in April 2019 as Head of Marketing Campaigns before being promoted to Marketing Director just a few months later.

The company, which has just seen an injection of £8 million in investment from BGF, is now growing its senior management team to ensure it can continue to accelerate its expansion as it heads towards 200 employees and will be adding new product categories in 2021.

That has seen Elia, who spent 13 years with Homebase, move into the role of Commercial Director, reporting into Chief Commercial Officer Josh Ashby and CEO Jason Ashby.

Elia said: “This is an exciting new role for me at a pivotal time for UK Flooring Direct. I joined the business less than two years ago because I could see the huge potential of what Jason, Josh and the team were building here.

“In recent weeks, we have really started to see some of those major plans starting to come to fruition with the expansion into additional space to handle our growth in product categories as well as the major investment that will see growth plans accelerated.

“The past year and a half have been extremely fast-paced and it has been incredibly rewarding to be part of the company’s growth story. I’m looking forward to carrying that on in the weeks, months and years ahead.”

Josh added: “Elia has been an integral part of our success since she joined just a short time ago and we are delighted to see her move into the role of Commercial Director.

“She has a strong background in the home improvement sector which is experience we can call upon as we grow the business.

“We will be strengthening the senior management team further in the coming weeks because the plan is to grow even faster in the year ahead.”